Gap returns to Basics for their Fall Campaign by Mikael Jansson


By Kenneth Richard | The Impressionist

If you are looking closely at spring and summer advertising you will notice there was a bit of a gap missing. Outside of a touch of factory store advertising, American’s iconic fashion ad leader, Gap, did not run a traditional national ad campaign.

In fairness, the house was working on getting itself in order with a series of executive management changes, a reconfiguring of its design staff, and the announcement that the label was streamlining unprofitable doors to right their size. And the absence of ads may not have come at a better time to cleanse the palate after some of the label’s most off kilter ad campaigns from agency Weiden & Kennedy NY regarding ‘the new normal.’

For fall the in-house team at Gap has teamed up with photographer Mikael Jansson to cleanse the palate and return the label to their denim roots with a cast of models selected by casting director Jennifer Star. The campaign feels as though it is designed with demands of in-store signage more than traditional media. And this may be a wise move to help the label buy more time to review its value proposition, align with its DNA, right their product, and gear up to tackle the money earning holiday season with a compelling campaign.

The Gap is America’s home team fashion brand and one we at The Impression root for. We understand that even the best teams need to take a little time every once in a while to rebuild and wish the team a healthy second half of the year. Because when the Gap is ready to step up to the plate, they can swing like giants.

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Photographer | Mikael Jansson
Models | Andreea Diaconu, Angel Rut, Aya Jones, Benjamin Eidem, Caroline Trentini, Hamid O., Jordan Barrett, Karolin Wolter and Liu Wen
Stylist | Alastair McKimm
Hair | Shay Ashual|
Makeup | Mark Carrasquillo
Casting Director | Jennifer Star

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