- Sara Ehlers |
American clothing brand Gap has just announced the launch of Gap 'Archive Reissue - Logo Remix.' The collection of apparel for both womenswear and menswear celebrates the brand's evolution as well as some signature Gap styles.
The collection launches with its own original film directed by Tabitha Denholm. She has worked previously on music videos for musical artists Jessie J, Haim, and Florence in the Machine. With the new Gap video, she brought in a mix of cultural influencers with an emphasis on music and movement. Grammy nominated singer Sza was also chosen as a brand ambassador to represent the brand in the video. The singer posted on her own Instagram account promoting the label's new look. By tapping into more influential talents, it seems Gap may be targeting a new, younger audience for its apparel.
"Following the strong consumer and social interest in our ''90s Archive Reissue' from last year, we are launching the Logo Remix collection by looking forward at the talent who are reshaping and remixing culture in their own way," Craig Brommers, chief marketing officer for Gap, said in a statement. "Gap is always one to celebrate and bring culture to the mainstream and what better way to do this and highlight this group of global individuals." In additional to Sza, the remix cast includes Metro Boomin, Sabrina Claudio, Bria Vinaite, and more.
The video is set to launch officially on January 28 during The Grammys. By debuting a new look, only time will tell if this can help improve the brand's traditional image.