Gap Launches “It’s Our Denim Now”

A New Generation of Styles and Fits

Gap, the cultural American clothing brand, today launches “It’s Our Denim Now” Fall campaign focused on denim through a modern lens, with styles and fits for every dimension of today’s generation.

Since 1969, Gap has been at the forefront of progress and inclusion. “It’s Our Denim Now” continues this by celebrating inclusivity and working with talented creatives to portray this through an integrated marketing campaign. The hero campaign film was directed by Fleur Fortuné and is set to Move Together by Ndidi O. With powerful lyrics including ‘we can get there faster if we all move together,’ the song is 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. Championing diversity and the versatility of Gap denim, the film shows that when you feel comfortable in your own skin, you are empowered to move towards an optimistic future. The accompanying campaign imagery was shot by next gen photographer, Tyler Mitchell who captured models in a wide range of denim styles and fits, including the High Rise Cigarette, the newest offering for women’s which is a lean, straight fit that is tight in all the right places, elongating the body and skims at the ankle as well as the men’s Skinny made with GapFlex technology for extra flexibility and total comfort, versatile for day or night.

“It’s Our Denim Now” also teases upcoming fall collections that are a nod to Gap’s 50 year heritage. Launching on August 20, the limited-edition Denim through Decades capsule is comprised of iconic styles from the 70’s, 80’s and 90’s, updated with on-trend modern details, while the 1969 Premium collection features elevated pieces of today with denim and namesake logo hoodies, shirts and jackets which will be refreshed seasonally.

“Fall is momentous for Gap as we celebrate our 50th anniversary and the new era of the brand,” says Gap’s Senior Vice President and Chief Marketing Officer, Alegra O’Hare. “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.”

“It’s Our Denim Now” campaign was developed in collaboration with New York-based creative agency Johannes Leonardo, marking the first creative endeavor between the agency and the brand. “Gap’s deep heritage in fashion has had an incredible effect on culture over the past century. Denim is and has always been a form of self-expression and individuality. For the film, it was important for us to show a diversity of fits and people by celebrating a generation empowered by their individuality,” says Samira Ansari, Group Creative Director of Johannes Leonardo.

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