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Gap’s “Individuals” fall fashion campaign is celebrating the stories of up-and-coming influencers and activists.

Sep 09 2021

Gap’s “Individuals” fall fashion campaign is celebrating the stories of up-and-coming influencers and activists. The brand is spotlighting the stories of change-making individuals including Oscar-winning filmmaker Chloé Zhao, space enthusiast Alyssa Carson, Nigerian dancers the Ebinum Brothers, Euphoria actor Angus Cloud, TikTok activist Nakia Smith, and several more as models in a series of video portraits. Gap’s “Individuals” campaign builds on the brand’s theme of “modern American optimism” with a touch of innovation, and Gap’s CMO Mary Alderete notes, “the innovation here is it’s a conceptual platform around individuals who are being their true [selves] and…a catalyst for change in shaping culture.” Videos will live on Gap’s brand channels, TV, out-of-home, social media, and a 30-second mashup of the video portraits will also air on Gap’s homepage and social media. YPulse’s social and mobile marketing research shows that 44% of young consumers say they’re more likely to pay attention to ads in the form of short videos on social media, and using non-traditional models could be appealing to generations who are looking for more real content from brands. (Adweek)