Global apparel and accessories brand Gap has revealed the first chapter of its new fall campaign ‘Dress Normal’ which celebrates the individuality and authenticity of personal style.
The campaign, to be launched across multiple global vehicles on September 2, is rooted in “the same core values that Gap has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self”, the company said in a press release.
Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves.
Explaining the essence of the campaign, Seth Farbman, Gap global chief marketing officer, says, “Finding your own version of ‘dress normal’ is an art – my normal is different from your normal.”
“This fall, Gap celebrates dressing for yourself and finding those perfect items – a pair of jeans, a t-shirt – that make you feel confident to be your most authentic self,” Seth adds.
The fall campaign marks the first creative execution of Dress Normal which begins its story with a classic Gap item and one of the coming season’s biggest trends – black denim – and season after season the narrative will shift to other iconic Gap staples. The concept was developed in partnership with Wieden + Kennedy New York, known for bringing to life brands like Nike, Coca Cola, and Old Spice through provocative storytelling.
In mid-September, the brand will launch an experiential element to the campaign – the Dress Normal Project – which brings to life what dressing normal means through the lens of consumers across North America.
Gap is an American brand which offers classic iconic clothing that helps customers express their individuality through its Gap, GapKids, babyGap, GapMaternity and GapBody collections.
Founded in San Francisco in 1969, the brand has grown from one store to over 1,700 company-operated and franchise retail locations around the world. Gap is the namesake brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap, Banana Republic, Old Navy, Piperlime, Athleta, and Intermix.