This holiday season, Gap’s new global marketing campaign, “Love Comes In Every Shade,” celebrates the colorful, optimistic holiday product Gap is known for and illustrates some of the many forms of love, from puppy love and married love to best friend love and sibling love.
Wearing the must-have gifts of the season in a range of colors, the campaign features a diverse group of actors, musicians and their loved ones. Each group represents a different relationship, including true love with actors Michael J. Fox and wife Tracy Pollan; fatherly lovewith rapper Nas and his father, blues musician Olu Dara; modern love with the cast of NBC’s “The New Normal”; self love with actress Aubrey Plaza; puppy love with actor Jack Huston and his dog Orso; best friend love with director Gia Coppola and actressNathalie Love; and married love with musician Rufus Wainwright and artistic director Jörn Weisbrodt.
“This campaign features some well-known actors, musicians and their loved ones, all wearing clothes from our new holiday collection,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “Their personal relationships help remind us that every family is unique and often goes beyond just those we’re related to—it also includes the people we share our lives and deepest passions with. This campaign celebrates these diverse, optimistic views on family and the many forms love can take.”
Sharing the Love
As part of the campaign in the U.S. and Canada, Gap is spreading love digitally through partnerships with online communities Postagram and Pinterest. Starting November 7, consumers can visit Postagram’s Facebook app to turn their photos from Facebook, Instagram and elsewhere into real postcards that will be mailed to their loved ones at no cost, courtesy of Gap. Then on November 12, users who pin Gap’s favorite holiday items to their Pinterest wish lists through an app on Gap’s Facebook page will be automatically entered to win a Gap gift card. Five winners will be selected each week through December 24.
Styld.by, Gap’s digital catalog collaboration with well-respected fashion and lifestyle websites, continues with new content for the holiday gifting season. Each Styld.by partner, including Refinery29, WhoWhatWear, Lookbook and Rue, will curate holiday gift guides from their own point of view. The gift guides will be based on different personality types, like ‘For My BFF’ and ‘For My Skater’ and utilize pieces from the Winter Icons collection alongside other covetable gift ideas specific to each personality.
The campaign will also appear in December issues of national magazines including Vogue, Lucky, InStyle, Glamour, People StyleWatchand Vanity Fair; outdoor in key markets including New York, Los Angeles, San Francisco and Chicago; and in digital advertisements. To follow the content, visit Gap’s Facebook, Twitter, Pinterest and Instagram communities and join the conversation with the hashtag #GapLove.
Give Twice Gift Card
Gap is also introducing a new gift card program where a percentage of all initial gift card purchases will be donated to nonprofit organizations CARE and Communities In Schools. Donations to CARE, a leading humanitarian organization, will in part support P.A.C.E. (Personal Advancement & Career Enhancement), a program developed by Gap Inc. in 2007. P.A.C.E. provides female garment workers in countries around the world with education and training to better their lives. Donations to Communities In Schools will help keep more than one million kids in school and on track to a brighter future. Gap commissioned a hand-selected group of artists and illustrators to create one-of-a-kind graphic designs for the gift card envelopes and substantially increased the size of the packaging to make it feel more like a gift.
Building upon its fall Icon Redefined collection, key styles return for holiday in the Winter Icon collection updated with fresh pops of color and colorblocked patterns. For women, cozy outerwear and sweaters are the focus, including the Twill Parka ($168) and Eversoft Sweaters ($39.95 – $59.95). Made from our softest wash-and-wear yarns, the Eversoft Sweaters are available in a range of energetic shades and silhouettes, including circle hem, cardigan and hoodie styles. A fall favorite, the Fitted Boyfriend Shirt ($49.95 – $54.95) returns for holiday in updated hues and patterns. These standout tops pair with the iconic 1969 Always Skinny Jean ($69.95) and 1969 Legging Jean ($69.95), and are available in a range of bright and optimistic washes, prints and fabrications, such as neon mint green, neon violet, lemon yellow, velvet and corduroy.
The men’s collection also incorporates color into jeans, cords and khakis paired with color-infused tops, waffle knit sweaters, and outerwear that mix and match to create a full winter wardrobe. Standout bottoms include the 1969 Straight Fit Corduroy Jeans ($59.95) available in a range of color-ways including the bordeaux and navy, and the Lived-In Slim Khaki ($59.95) in raw sienna and turquoise sky. Bottoms are shown with the Half Zip Waffle Sweater ($54.95) updated for holiday in a warm wool blend and the Lived-In Wash Shirts ($44.95-49.95) available in modern plaids and basic neutrals.
Accessories complete the look and include new colorful scarves, ankle boots and dazzling small leather goods perfect for holiday gift-giving.