GAP is launching its new "It's Our Denim Now" campaign, focusing on its history of inclusivity while showcasing its denim on a young and diverse cast of models. To shoot the campaign, the brand enlisted the services of Tyler Mitchell, the 24-year-old photographer from Brooklyn who shot Beyoncé's September 2018 Vogue cover and, more recently, LOEWE's FW19 lookbook. His impressive portfolio also includes some of the new generation's greatest artists, with Zendaya, Lil Uzi Vert, Vince Staples, Steve Lacy, and Ashton Sanders all stepping in front of his lens.
Bringing in a young photographer, as opposed to one from fashion's old guard, speaks volumes to GAP's push to become more youthful and contemporary again. Fresh-faced models will always book gigs, but it says a lot more to trust a young photographer with the entire visual direction of a major campaign.
The campaign teases new limited-edition denim that'll launch this fall to celebrate GAP's 50th anniversary. Pieces from the '60s, '70s, '80s, and '90s will be updated modern details, and the 1969 premium collection will feature elevated denim, classic logo hoodies, shirts, and jackets.
“Fall is momentous for GAP as we celebrate our 50th anniversary and the new era of the brand,” GAP Senior Vice President and Chief Marketing Officer Alegra O’Hare said in a press release. “With ‘It’s Our Denim Now’ being my first major campaign, we wanted to make an impactful statement visually and celebrate GAP’s heritage as a denim leader while cementing its future as a brand for all generations. This is only the beginning of what’s to come.”
Look out for the new denim to arrive August 20.