GAP GOES BACK TO BLUE

To celebrate its heritage, Gap launches the global campaign ‘Back to Blue’. According to Seth Farbman, Gap’s Global Chief Marketing Officer, ‘Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.’ The collection includes iconic denim pieces such as denim jackets, sweaters and chambray shirts for girls or slim and straight jeans for guys — they’re an expression of Gap’s optimistic and casual sense of style. What’s more, to honour its authenticity, the collection’s global campaign focuses on the ‘iconic, confident and accessible’ nature of Gap’s Back to Blue collection through featuring style advice by Jenn Rogien from HBO’s Girls or a mural project in collaboration with VICE.

Image: Gap

The project is called ‘Art of Blue’ and Gap is partnering with emerging street artists to create ten striking outdoor murals that celebrate individualism, optimism and democracy. Artists taking part will include Zio Ziegler, Roman Grandinetti and Andrew McAttee, and the street art will appear in New York, San Francisco, Los Angeles, London, Paris and Rome. Gap is also updating its Styld.by platform with a video series in which Jenn Rogien will talk about how she uses clothes, including Gap items, to bring her characters to life in Girls. In addition to this, Gap will team up with Tumblr for a competition that encourages digital artists to share what ‘Back to Blue’ means to them. You can find out more here.

To follow the content, visit Gap’s Facebook, Twitter, Pinterest, Instagram and Tumblr communities, and join the conversation with the hashtag #BacktoBlue.

Stores that stock Back to Blue in South Africa include Brooklyn Mall, Cavendish Square, Cradlestone Mall, Sandton City, Tygervalley Centre and participating Stuttafords stores.