Gap 'shines' in fall campaign

NEW YORK — Gap has launched its Shine On campaign, which features a ballerina, comedian, DJ, violinist and anti-bullying advocate alongside the winners of Gap’s sixth annual casting call contest.

“Shine On exemplifies what it means to be bright by bringing together a group of exceptional children and empowering them to impact the world in a positive way,” said Seth Farbman, Gap’s global chief marketing officer. “By pairing our casting call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid.”

In North America, Gap’s Shine On campaign appears in Gap stores in the United States and Canada, as well as online at and on Gap’s social media properties. As part of the campaign, GapKids created #ShineOn Saturdays, a series of do-it-yourself online activities designed for children and parents to do together to help children cultivate their creativity and shine a light on their own talents. Activities range from crafting bedazzled pencil cases inspired by the Jewel Box Straight Sweater, to making preppy sport patches inspired by the Military Cardigan and Stretch Denim. #ShineOn Saturdays will live on Facebook, Twitter, Pinterest and Instagram. Select GapKids stores in Boston, Chicago, Dallas, Los Angeles, New York, Miami, Philadelphia, San Francisco, Toronto and Washington D.C. will feature similar projects created by leading craft blogger Merrilee Liddiard of Mer Mag. To follow the series online or learn more about the in-store events, visit Gap’s Facebook page and join the conversation on Twitter with the hashtag #ShineOn.

The fall collection of back-to-school essentials is rooted in an assortment of colored jeans for girls and boys alike. For girls, Jewel Box Skinnies ($29.95 to $39.95) come in vibrant hues like coral reef, brilliant blue and electric jade and pair with matching embellished t-shirts, striped sweaters and denim jackets. For boys, Action Stretch Denim ($29.95 to $39.95), designed to move for all-day play, pairs with items like the camo field jacket, military cardigan, athletic shawl sweater and striped oxford. At babyGap, the fall denim collection includes the Littlest Legging Jean and Skinny Flare for girls and the Straight for boys.

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