San Francisco - Launching Feb. 18 "Lived-In,” Gap's global marketing campaign, features magazine, outdoor and social components. These include Gap's Facebook, Twitter, Pinterest and Instagram communities, with the hashtag #LivedIn.
In addition, in partnership with Vogue magazine, Gap created a tactile fabric print ad for their March issue, which includes a fabric logo made from the cotton of a worn-in tee. The campaign includes 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 (performing under the stage name Washed Out). Each artist was photographed by David Sims. The campaign was developed in Gap's Creative Center in New York in partnership with Peterson Milla Hook.
"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."