Gap holds onto ‘Dress Normal’ slogan for summer


By Kenneth Richard | The Impressionist

As 2014 came to a close, Gap Inc. made a number of senior level management changes, including a new CEO in Art Peck, a new Gap President in Jeff Kirwin, the elimination of the Gap’s Creative Director role when Rebekka Bay left, and the appointment of Scott Key as SVP and GM of customer experience, overseeing a newly combined e-commerce and marketing organization. That is a great deal of change and with all of those wheels in motion, it was little wonder that Wieden+Kennedy, New York’s creative for Gap, was aptly titled “Spring is Weird.” And even more understandable that the ‘weird’ campaign was wisely kept as a 12-part micro-series on Gap’s own Instagram.

Now that the dust has settled a bit, the brand is back with a print campaign lensed by fine art photographer Tierney Gearon to help tide them over for the summer. The campaign follows Fall’s ‘Dress Normal’ campaign, but with a fresher and more cohesive feel thanks to set designer Heath Mattioli, along with the styling help of Camilla Nickerson.

Yet despite the positive touches, the campaign still lacks that special something we all hope for from Gap. Part of Gap’s challenge is the standard for iconic, great, American fashionable advertising was set so high by none other than them.  No American brand has left so many deposits of advertising goodwill with their upbeat, whimsical, entertaining, fashionable, and desirable ads for the past 30 years. We root for the brand like our local sports team, with passion and remembrance of what it was, along with hope of what it could be. However, of late, the brand feels as though it has taken withdraws, with creative driven from cynical yet upbeat hipsters rather than from fashionable yet mass embracing creatives.

Optimistically, The Impression is looking forward to Fall and falling for the Gap’s upcoming creative. A creative that is iconic, embraces great basics, has hope and aspirations. In short, nothing normal.

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Agency | Wieden + Kennedy New York
Photographer | Tierney Gearon
Stylist | Camilla Nickerson
Set Designer | Heath Mattioli