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Gap Retail News

Gap brings on board Angelica Huston, Elisabeth Moss and Zosia Mamet for ‘Dress Normal’ push


By Natalie Mortimer | N/A

August 19, 2014 | 3 min read

American clothing brand Gap is rolling out a celebrity studded autumn campaign that urges its consumers to ‘Dress Normal’.

Anjelica Houston and Michael K Williams in the new Gap campaign

The campaign, the first iteration of work from its partnership with Wieden + Kennedy New York, was teased on Buzzfeed last night, with print ads set to launch this month across the US, Canada, UK, France, Italy and Japan.

The autumn campaign, which stars Anjelica Huston, Elisabeth Moss, Michael K. Williams, Jena Malone and Zosia Mamet, forms part of the wider Dress Normal campaign which will launch fully on 2 September across outdoor, mobile, direct, social, in store and digital.

Gap has placed a focus on storytelling for Dress Normal, using taglines such as ‘dress like no one’s watching’ and ‘let your actions speak louder than your clothes.’

Seth Farbman, Gap global chief marketing officer said the campaign aims to celebrate people dressing for themselves.

“Finding your own version of ‘dress normal’ is an art – my normal is different from your normal, and that’s the essence of the campaign,” he said.

The brand is also using its platform employing a broader range of creative influencers, including bloggers and artists to curate different looks on the site. Gap will also return to TV screens as part of the campaign, with further celebrity names to be released ahead of the launch.

Following the lead of denim brand Levi’s, which launched its ‘Live in Levis’ project earlier this month, an experiential element– the Dress Normal Project – is set to follow, which will aim to bring to life what dressing normal means through the lens of consumers across North America.

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