New York Fashion Week is in full effect, but before getting to favourite collections, today I wanted to make it about something that’s far beyond seasonal trends and the fast-paced fashion of today: “Basic.Classic.Individual.” Do you remember this Gap advertising campaign from the fall/winter of 2008? The idea behind it was to “Create Your Own GAP” by mixing and matching classic pieces to build up an outfit all your own. Models, actresses, designers and fashion editors were styled to suit their personal tastes. I liked the emphasis on individuality, which weighs a lot and makes perfect sense in our days when the high-street brands (because, let’s face it, isn’t that where most of us usually shop for?) offer so little of it? It’s up to us to stamp every one of our looks as personal.
photos: Mikael Jansson | Gap Fall/Winter 2008 ad campaign
I must admit, I have never seen all of the images until now. Julia has always been my favourite (and the one I remember and have in my folder), but I adore Marina, Liv and Clemence, too. I would, however, disagree about high street shops impact on individuality – it’s not about what they have to offer, but what people choose to wear. As the Gap ads show, it is possible to walk in the very same shop and emerge looking really good or pretty rubbish, even if the clothes are the same. It’s all about the taste for me. x
Natalia, that was exactly my point. High street fashion brands often have similar collections, and they are accessible to the masses, but that doesn’t mean that everyone who enters their shops will come out looking alike. That where personal style steps in, you can wear the same coat as half of your work colleagues, but only you know how to make it your own. Style is a personal construction.
Gap has always been good at supplying basic, casual clothes. And the quality holds up well, especially in comparison to sister brands: Old Navy and Banana Republic.
What an amazing campaign. All of these women look beautiful and confident. Classic fashion and black and white photography really inspire me.
I do remember this campaign — and I really loved the idea of it then (and still now). There is something about building a closet of basics, but wearing them in a way that makes each piece unique….
I cannot remember seeing any of these images (I was living in Iceland back in ’08 – no GAP store there and I was busy preparing for the move abroad) but I do remember seeing an image of Scott (The Sartorialist), which I believe was part of the same campaign. I like the idea behind this campaign. If I were to pick a favourite I would choose that first image (isn’t it Georgina?) and the ones of Clémence.
Yes, the one in the first photo is Georgina Chapman. Those you mention are my favourites too, along with the one with Liv. Scott Schuman was also part of the campaign, yes, but I decided to focus on the women featured.
Gap always does such good campaigns. I don’t remember this one but I love the message
xo Mary Jo
ARCHIVE