While the struggle has been real for Gap (along with every other brick and mortar retailer), for its latest campaign the brand stepped into the time machine to bring forth some of the energy of its ’90s heyday.
Titled “Generation Gap,” the campaign is designed to highlight the return of some of the chain’s archival items and includes 26 pieces that will hit stores on February 7, 2016. Items include a tan leather jacket, khaki trousers, denim and many of Gap’s most popular cotton tank tops and t-shirts.
Gap brought back Naomi Campbell who fronted a Steve Meisel-shot Gap campaign in 1992, and added fresh appeal through the children of stars who were hot way back when, including Rumer Willis, Evan Ross, Coco Gorden, Lizzy Jagger, Chelsea Tyler and T.J. Mizell, all of whom are shot in a two-minute video, singing the ’90s hit “All 4 Love” by Color Me Badd.
In a fun spin on the flashback theme, Willis models the same denim jacket her mother Demi Moore wore in a ’90s campaign and Jagger wears an updated version of the black leotard her mother, Jerry Hall, wore.
In speaking on the campaign, Gap’s Chief Marketing Officer, Craig Brommers, said, “The authentic heritage of Gap is something we’ll continue to explore as we look to modernize the brand,” Mr. Brommers said.
Check out the video below.