Gap’s ‘Gifted’ Campaign: Gap’s holiday campaign, themed “Gifted,” launched Monday showcasing cultural icons and artists, including Alanis Morissette and Jay Shetty, wearing what the brand considers its essential styles.
The campaign crosses generations with imagery that includes parents and kids, and highlights diversity. The brand has a history of celebrating celebrities, artists and pop culture figures in its marketing.
“It’s an incredible cast of gifted individuals who champion originality and convey authenticity, while showcasing fresh style with our most loved pieces,” Gap indicated in its announcement on the campaign.
Included in the campaign are Grammy Award-winning musician and activist Morissette and her family; podcaster, author and purpose coach Jay Shetty with his wife and cookbook author Radhi Devlukia; Lester Walker, Pierre Serrao and Jon Gray, who are the founders of chef collective Ghetto Gastro; model Florence Huntington-Whiteley; folk artist and Grammy-winning composer songwriter Diana Gordon; Swedish model and designer Elsa Hosk alongside her daughter Tuuli; body-positive model Sabina Karlsson and her family; and Japanese model, actress and singer Rola.
The campaign spotlights Gap’s new proprietary knit, “CashSoft,” which is brushed for softness that feels similar to cashmere; a range of denim and khaki essentials; outerwear, and matching sleepwear for the family.
Morissette is styled in men’s ‘90s loose jeans, Shetty and Devlukia in baggy khakis, Karlsson in a recycled wool wrap coat, and Hosk appears in a vegan leather trench.
The holiday campaign extends across digital media, out-of-home, video, social and Gap brand channels.