Gap Factory tapped fashion photographer David Lachapelle to shoot a star-studded holiday campaign as the outlet tries to elevate its creative.
The push is part of Gap Factory's plan to distinguish itself from the broader Gap brand, an initiative that began earlier this year. The outlet chain carries an exclusive line of value-positioned styles only available at Factory. And while it draws on the power of the Gap name, Factory largely operates as its own brand.
For the holidays, Gap Factory wanted to emphasize fun and fashion, so it turned to Mr. Lachapelle, who known for highly-creative and often provocative work. The photographer brought his expertise in shooting iconic portraits to the campaign, which has a party-driven theme.
"It's very Gap, but it's brighter than anything we've ever executed," said Amondo Redmond, director of brand strategy and content at Gap Factory. "I think people will be surprised to see how David was willing to use his eye and use it within Gap Factory and create something really beautiful."
Supermodels Chanel Iman, Chrissy Teigen and Noah Mills star in the campaign, alongside New York Giants wide receiver Victor Cruz – some of the biggest talent Gap Factory has ever worked with.
The holiday campaign, which includes print, outdoor and social media, launches in stores and in national publications, like People magazine, at the end of the month. Gap Factory is also looking to earned media from TV appearances, retail and blogger partners to expand the campaign.
Gap Factory says the budget for the push is significantly more than for previous campaigns, but declined to disclose figures.
When Mr. Redmond joined the company from Revlon a year ago, his priority was to share Gap Factory's story with consumers -- that it was not a typical outlet store, and that it was not just like its namesake.
"I just felt a very strong need, personally, to craft that voice – for people to know that we're different," said Mr. Redmond. "To get the word out that there's another layer to Gap that you haven't heard of."