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By John Glenday | Reporter

September 7, 2022 | 2 min read

Gap has fashioned itself into a force for individuality with its fall campaign, recruiting a group of five ‘culture shapers’ headed by actress Selma Blair.

The ‘Icons’ campaign showcases a new range of organic fabrics produced using water-saving techniques that allow leading lights from the cultural sphere such as performer Labyrinth, model Cameron Russell and actor Lucky Blue Smith to dress to impress without harming the planet.

The diverse group of individuals also includes race car driver Toni Breidinger, and has been assembled to celebrate those who shape our culture by being true to themselves.

Mary Alderete, global head of Gap Marketing, said: “A Gap Icon is an essential classic – the mallcore standard, really – like our 70s flare and 90s loose Washwell denim, pleated and flatfront Washwell khakis and big white organic cotton shirts. Gap Icons also include trail-blazing individuals like New York Times best-selling author Selma Blair, who is pioneering change as she’s on her own journey with multiple sclerosis, and Labrinth, an artist who is connecting cultures and communities through music.”

To complement this activity, Gap is inviting artists to devise a new logo for the fashion brand, with the top three designs set to become NFTs and hoodies, which will be sold online.

The push follows a difficult period for the brand, which was forced to close all 81 of its UK stores amid falling footfall.

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