Gap is getting into a musical mood for holiday.
Its new holiday campaign, which launched Friday, gives musical creators the platform to share their talent and gifts with the world.
The “Give Your Gift” campaign highlights the brand’s bestselling Cash Soft knit collection, which has been expanded with new design features in stitch, texture and color. This season’s collection includes tops, bottoms and accessories for the entire family, along with a wider range of matching sets and new silhouettes.
The cast wears a range of essential styles, including the CashSoft Crewneck Sweater, the CashSoft Relaxed Sweater Polo and the CashSoft Oversized V-neck Sweater in a range of bright colors.
Gap’s holiday offering also includes matching family PJs, cold-weather accessories, luxe outerwear and party dresses. In addition, the wide breadth of denim, classic shirting and iconic Gap hoodies, including all-new fleece fabrics, such as the Extra Heavyweight Fleece, designed in partnership with creator Julia Huynh, are emphasized for gifting opportunities throughout the holiday season.
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“We want to be where our customers are delivering engaging style-led content and quality products both in store and online,” said Fabiola Torres, chief marketing officer of Gap. “Partnering with the right talent drives cultural connections and builds community with new audiences. This year’s campaign champions creator’s authentic voices and styles, celebrating their creativity and originality.”
The “Give Your Gift” campaign was shot and directed by Samuel Bradley. The group of singers, songwriters, instrumentalists, poets and storytellers perform an a cappella version of Janet Jackson’s “Together Again.” The cast includes such social media-native stars as Hana Effron, Lamont Landers, Nyjah Music & Zyah Rhythm, Liamani, Aneesa Strings, Paige Fish, Amaria and Paw Paw Rod.
The campaign launches in stores and across digital media, video, social and Gap brand channels.
For the second quarter ended Aug. 3, the Gap brand at Gap Inc. had net sales of $766 million, up 1 percent compared to last year. Comparable sales rose 3 percent, representing the third consecutive quarter of positive comparable sales at the brand, the company indicated. “Gap’s reinvigoration efforts have helped drive market share gains at the brand for the past five quarters,” the company stated.
“[At Gap,] we’re very excited about the progress,” Richard Dickson, chief executive officer of Gap inc., said in August. He said the Gap brand is building off strong reactions to the recent spring “Linen Moves” campaign, the current fall “Get Loose” denim-focused campaign capitalizing on baggy and oversize trends, and collaborations with the brands Dôen and Mad Happy. “In general, we are making a lot of progress revitalizing this iconic brand,” Dickson said.
