GAP Gathers Emerging Artists for Spring Campaign

"Lived-In," Gap's latest global marketing campaign, celebrates an authentic attitude, also captured in the brand's spring product collection featuring a modern and youthful interpretation of classic, casual styles. 

For years, Gap has shared its belief in the power of the individual by highlighting people who are always their most authentic selves. This season, the "Lived-In" attitude is brought to life by a cast of emerging and talented young artists including musicians, singers, actors and photographers.

Unveiled worldwide, the campaign includes Trinidadian-born American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green (performing under the stage name Washed Out). Each artist was photographed by David Sims, who is known for his ability to capture his subject's own easy style – a confidence and comfort that can only be expressed in clothes that you can truly live in.

"We are proud of our tradition of finding emerging talent from around the globe and sharing them with the world in an authentic and meaningful way," said Seth Farbman, Gap's Global Chief Marketing Officer. "For 45 years, Gap has celebrated individual style, and as demonstrated through 'Lived-In,' there's just something about a well-loved denim jean or washed out cotton tee that truly expresses a person's character."

The campaign will appear in March issues of national magazines, outdoor in cultural hubs of key markets and across Gap's social media channels. In partnership with Vogue magazine, Gap created a first-ever tactile fabric print ad for their March issue, which includes a fabric logo made from the cotton of a worn-in tee. The campaign was developed in Gap's Creative Center in New York in partnership with Peterson Milla Hook.

To follow the content, search the hashtag #LivedIn on Gap's Facebook, Twitter, Pinterest and Instagram communities.

Spring 2014 collection
The spring collection, the first line developed by creative director Rebekka Bay, continues Gap's expression of American optimism and casual style that feels as authentic as the talents of the artist wearing them in the campaign. The collection is both authentic and relaxed – encompassing womens, mens, kids and babies, all with a new washed down color palette and fabrics that look and feel like you've owned them forever.

"For spring, we've recognized the brand's iconic pieces – khakis, denim and tees – as the focal points, and through the feel of the fabric and shade of colors, brought 'Lived-In' to life through design," said Rebekka Bay, Gap's creative director. "We've created a complete and cohesive collection for all divisions that goes beyond any one product category and any one customer."

Standout styles in the women's collection include the Broken-In Straight and Boyfriend Roll Up Short bottoms, which pair with the Sunwashed Fleece and Washed Boyfriend Shirt.

For men, highlights include the popular Lived-In Khaki and Lived-In Cargo Short, topped with the Lived-In Shirt, which is available in both solids and patterns.
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