We’ve been crushing on Gap campaigns at least since the late ‘90s, and recent editorials starring Girls heartthrob Adam Driver and actor and jewellery designer Waris Ahluwalia have had much the same effect.
The brand’s latest “Lived In” campaign, photographed by the great David Sims, lives up to our expectations. It casts a group of emerging and young artists including Trinidadian-born 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 (Washed Out).
This latest series of images does more than demonstrate Gap’s commercial savvy however, it is also shows the direction that new creative director Rebekka Bay is taking the brand in for Spring ‘14. Her vision is all about focusing on Gap’s authenticity as a brand that epitomizes American casualwear – the collection has a washed-down colour palette and fabrics that look and feel “like you’ve owned them forever.” Key pieces include khakis, denim and tees, and the designers have paid careful attention to the feel of the fabric and subtle shades of each fabric.
To showcase an edit of this new collection, Gap is opening a concept store at Shoreditch’s pop-up mall Boxpark open now. The themed store will be refreshed with new products each month and will be known as #LivedIn, to mirror the advertising campaign.
You can find Boxpark and Gap’s #LivedIn store at 2-4 Bethnal Green Road London. The nearest stations are Shoreditch High Street Overground and Liverpool Street Station.