Online Article Page


New Marketing Campaign Features Series of Leibovitz Portraits
Gap introduces classics next month using photography

SAN FRANCISCO , July 30 /PRNewswire/ -- Gap has been renowned forits powerful portraiture for decades, and this fall Gap celebrates the spiritof this legacy with the introduction of "Classics Redefined" -- an innovativenew advertising campaign captured by acclaimed photographer Annie Leibovitz.Launching this August, the campaign features a series of modern portraits ofawe-inspiring individuals from a range of artistic fields including GrammyAward-winning musician John Mayer , comedic "It girl" Sarah Silverman and OscarAward-winning actor Forest Whitaker .

(Photo: )

(Photo: )

"Fashion portraiture is a subject near and dear to Gap. Our advertisinghas always put the individual ahead of the clothes," said Don Fisher , founderof Gap. "Whether it's a celebrity, a writer, a performing artist or a model,the person is always the art, the clothes the frame that sets them off. Aphoto is a way to capture that moment so it doesn't pass. And a compellingportrait is a way to make sure it lives on forever."

"Classics Redefined" is comprised of a series of twelve emotionallyarresting black and white portraits. Each portrait is numbered to highlighttwelve of the wardrobe essentials Gap redefined this fall. The individualsfeatured in the campaign wear these modern Gap classics in a way that capturestheir personal style while celebrating the iconic item. In select campaignspreads, a simple product image of a fall item is juxtaposed against aportrait to tell a more detailed story about the classic pieces Gap hasreinvented for fall.

Gap's fall collection is rooted in the brand's heritage as the purveyor ofcasual style and features a modern take on the classic items Gap is known andloved for. From the little black sweater dress and wide leg trouser forwomen, to the tailored shirt and the macintosh trench for men, Gap hasredefined the classics this fall. A clean, simple approach to design makesthese items the perfect addition to everyone's fall wardrobe. The artists inthe "Classics Redefined" campaign wear the following must-have items for fall:

-- John Mayer, Musician, wears The Sweater Vest ($39.50) -- Lucy Liu, Actor, wears The Little Black Sweater Dress ($59.50) -- Liev Schreiber, Actor, wears The Haberdashery Shirt ($44.50) -- Sarah Silverman, Comedian and Aspiring Supermodel, wears The Wide Leg Trouser ($49.50) -- Forest Whitaker, Storyteller and Actor, wears The Macintosh ($98) -- Selma Blair, Actor, wears The Deep V Sweater ($44.50) -- Ken Watanabe, Actor and Producer, wears The Tailored White Shirt ($39.50) -- Regina King, Actor, wears The Short Sleeved Turtleneck ($39.50) -- Davis Guggenheim, Director and Producer, wears The Perfect V Sweater ($39.50) -- Twyla Tharp, Choreographer and Director, wears The French Cuff Shirt ($39.50) -- Marcel Wanders, Designer, wears The Soft Tailored Blazer ($88) -- Puffy AmiYumi, Rock Stars, wear The Wide Leg Jean ($59.50)

Developed by Laird+Partners, Gap's creative agency, the "ClassicsRedefined" print campaign will run in September issues of national magazinesincluding Vogue, Vanity Fair, Lucky, Interview, Harper's Bazaar, Elle, GQ andDwell.

The campaign also will be featured in Gap stores, online and in outdoorelements, such as billboards and bus shelters, in select markets.