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For Fall, Gap Combines a Message of Inclusivity with Nostalgic Denim

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Gap plans to mark its 50th anniversary with a denim collection for the ages.

Launching Aug. 20, the denim retailer will release a limited-edition “Denim Through Decades” capsule, offering iconic styles from the ’70s, ’80s and ’90s with contemporary updates. The collection will be complemented with an updated 1969 Premium collection with “elevated pieces of today,” including denim and namesake logo hoodies, shirts and jackets.

The fall products are teased in Gap’s new multi-media campaign centered around inclusivity. The “It’s Our Denim Now” campaign aims to show “that when you feel comfortable in your own skin, you are empowered to move towards an optimistic future,” the company stated.

The hero campaign film was directed by Fleur Fortuné and is set to Move Together by Ndidi O, a song that Gap described as “an anthem of unity which underscores the brand’s long history of bridging gaps and bringing people together, even in divided times, while also inspiring today’s generation to pave a path forward, together.”

denim campaign

“It’s Our Denim Now”

In the film, models wear a wide range of denim styles and fits, including the new women’s High Rise Cigarette and the men’s Skinny made with GapFlex technology for extra flexibility, comfort and versatility.

“Fall is momentous for Gap as we celebrate our 50th anniversary and the new era of the brand,” said Alegra O’Hare, Gap senior vice president and chief marketing officer. “With ‘It’s Our Denim Now’ being my first major campaign, we wanted to make an impactful statement visually and celebrate Gap’s heritage as a denim leader while cementing its future as a brand for all generations. This is only the beginning of what’s to come.”

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