The proceeds of which will undoubtedly buy a lot of breakfasts and breakfast related byproducts. Because, personal brand.
The campaign was spearheaded by GAP‘s newly appointment creative director, Rebekka Bay, with the aim of bringing the basics back to the battling brand, and has already earned her much acclaim.
“I just want to take it back, really,” she said. “I think Gap has always been the greatest iconic American casualwear brand, and that’s really what I want it to be. I want to own super casual, iconic pieces and be the go-to brand for the wardrobe — almost like building blocks.”
The latest lookbook ‘Lived In‘ was shot by David Sims and features ’emerging’ artists across a number of fields, including Theophilus London, Birdy, Anna Calvi, RJ Mitte and Swedish photographer (who has shot for the likes of Numero Tokyo, Vogue and Dazed and Confused) Lina Scheynius.
Also featured in the campaign is up and ’emerging’ record producer Ernest Green looking decidedly not washed-out and forever young indie film darling Julia Garner.
via Wilhelmina
