Global high street favourite Gap clothing launches their Spring 2014, ‘Lived-In’ campaign this March.
Fashion has always held a strong association with the arts, be it through the sartorial choices of musicians or actors on the red carpet. This season, Gap are celebrating just that, with the launch of the brand’s ‘Lived-In’ campaign.
The campaign features a cast of emerging and talented young artists, including Trinidadian-born American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green, who performs under the stage name Washed Out.
The campaign, shot by celebrated fashion photographer David Sims, showcases the individual talents of each member of the cast. Gap has forever focused on honouring individuality and authenticity in it’s campaigns and collections, from the models they choose down to the practicality of the brand’s clothes.
“We are proud of our tradition of finding emerging talent from around the globe and sharing them with the world in an authentic and meaningful way,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “For 45 years, Gap has celebrated individual style, and as demonstrated through ‘Lived-In,’ there’s just something about a well-loved denim jean or washed out cotton tee that truly expresses a person’s character.”
Spring 2014 is also the first season in which new Creative Director, Rebekka Bay is at the helm of Gap’s design team. The collection continues Gap’s paired-down, relaxed sensibility with a new washed down, ‘Lived-In’ colour palette.
Key pieces for women include the Broken-In Straight and Boyfriend Roll Up Short bottoms, the Sunwashed Fleece and the Washed Boyfriend Shirt. Soft and a little disheveled, these new pieces have that ‘owned them forever’ feel.