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A New Dawn for Gap


Gap is emerging from the dark with their new campaign “Bridging the Gap,” directed by Edward Enninful. The film highlights uniqueness and expression, while promoting unity.

The campaign brings together celebrities from all over the world, and puts them in a classic white tee. While the dress code was similar, the personalities were not. Effortlessly, every individual brought their own aura to the space.

This film came about as a result for my love for America, featuring people that I knew. Friends who lived their truth. I felt that to start this conversation, we needed to start from a blank canvas. We’re different, we’re from different backgrounds, but we’re all equal.

– Edward Enninful


For years, Gap had owned the Americana, celebrity endorsed image. They lost the market when they lost the upbeat, celebrity feature. It’s wonderful to see Gap return to their rightful path, with this new campaign. Incidentally, few grabbed onto Gap’s abandoned image. It’s time for them to reclaim their spot in the rapidly growing industry.

We here at The Impression give our hats off to Gap, as well as Edward Enninful. Gap’s image recoup, is looking both promising and sunny.



Director | Edward Enninful
Creative Advisor | Bon Duke
Models | Adwoa Aboah, Alek Wek, Casil McArthur, Christie Brinkley, Ellen Rosa, Fernanda Ly, Jasmine Sanders, Jonathan Groff, Lineisy Montero, Maria Borges, Miles Chamley-Watson, Priyanka Chopra, Wiz Khalifa, & Yara Shahidi
Music | “Sunny” – Boney M