Gap showcases denim in all shapes and sizes in diversity-themed campaign

First work by Johannes Leonardo also emphasizes the brand's heritage

Published On
Jul 31, 2019

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Gap's first ad campaign via its recently appointed agency Johannes Leonardo is a celebration of diversity as well as of the heritage of the brand's denim collections.

Titled "It's Our Denim Now," it features models of a variety of shapes and sizes, as well as ethnicities, in denim. The hero film, running on social channels, was directed by Fleur Fortuné and is set to "Move Together" by Ndidi O. With lyrics such as "we can get there faster if we all move together," the song is described by Gap as "an anthem of unity which underscores the brand’s long history of bridging gaps and bringing people together, even in divided times, while also inspiring today’s generation to pave a path forward, together.""Denim is and has always been a form of self-expression and individuality," says Samira Ansari, Group Creative Director of Johannes Leonardo. "For the film, it was important for us to show a diversity of fits and people by celebrating a generation empowered by their individuality."

The accompanying print campaign was shot by photographer Tyler Mitchell who capture models in a wide range of denim styles and fits. The campaign also teases upcoming Fall collections that are a nod to Gap’s 50 year heritage as it celebrates its half century this year. Launching on August 20, the limited-edition "Denim through Decades" capsule comprises iconic styles from the '70s, '80s and '90s, updated with on-trend modern details.