Following the success of digital platform Styld.by, which launched in February, Gap has unveiled a reinvention of the traditional catalogue with AKQA as part of its autumn ‘shine’ campaign.
Using pieces from the Icon Redefined collection, each website styles looks from their own point of view, with partners such as Refinery29, WhoWhatWear, Lookbook.nu, Rue and Stereogum introducing new content featuring key pieces from Gap’s Fall 2012 “Icon Redefined” collection, based on their own personal styles.
Each of the partners will hold in-store events next Thursday, in stores across Boston, Chicago, Dallas, Los Angeles, New York, Miami, Philadelphia, San Francisco, Toronto and Washington D.C.
Seth Farbman, Gap’s global chief marketing officer, said: “With Shine, we continue our brand’s tradition of introducing emerging artists and musicians that inspire people creatively to make their mark on the world. It’s this kind of energy and passion for individual style that we are infusing into our clothes today.”