Gap champions unity with new denim campaign marking 50th birthday

today Jul 31, 2019
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Gap is celebrating 50 years in the fashion business by rifling through its own archives to launch a retro capsule collection.

The US label is preparing to launch ‘Denim through Decades', a revamped collection of its iconic styles from the '70s, '80s and' 90s, on August 20. It will also release a ‘1969 Premium collection' of more elevated pieces, spanning denim, namesake logo hoodies, shirts and jackets.

The collections are teased in the brand's new fall campaign, dubbed "It's Our Denim Now." which taps into themes of diversity and togetherness, and features denim styles and fits "for every dimension of today's generation." The campaign also showcases newer styles such as the 'High Rise Cigarette' for women, and the new 'Skinny' for men, made with GapFlex technology for extra flexibility and comfort.

Directed by Fleur Fortuné, the video campaign sees the cast grooving to the track "Move Together" by Ndidi O, highlighting the brand's history of "bridging gaps and bringing people together, even in divided times."

"Fall is momentous for Gap as we celebrate our 50th anniversary and the new era of the brand," said Gap's Senior Vice President and Chief Marketing Officer, Alegra O'Hare, in a statement. "With 'It's Our Denim Now' being my first major campaign, we wanted to make an impactful statement visually and celebrate Gap's heritage as a denim leader while cementing its future as a brand for all generations. This is only the beginning of what's to come."

Gap isn't the only major fashion label to dig out its archival pieces lately -- in April, Tommy Hilfiger rebooted its vintage Coca-Cola collection, taking inspiration from a collaboration that first came about in 1986 to put a new spin on iconic pieces. 

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