Gap goes back to its 90s denim roots with latest campaign


Much of the trend towards using celebrity offspring in ads is as much about their instantly recognisable names and social media reach as their ability to show clothes better than the next model. But Gap’s latest marketing campaign is using them for altogether more interesting reasons.

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The company has launched a limited edition 90s archive re-issue collection and is promoting it with Generation Gap, paying homage to its trailblazing 1990s ads and featuring the children of some of the stars who appeared in its ads over two decades ago.

It collaborated with director Kevin Calero to create the film that references ads such as Mellow Yellow, Crazy Little Thing Called Love and Just Can’t Get Enough. And the new film features the celebrity offspring, plus Gap alumni Naomi Campbell who is wearing the pocket tee that she modelled in 1992 for her Steven Meisel shoot.

Set to an acapella version of the 1992 Billboard music hit All 4 Love by Color me Badd, Generation Gap stars Rumer Willis, Coco Gordon, Evan Ross, Chelsea Tyler, Lizzy Jagger, and TJ Mizell.

“The 90s is having a sartorial moment and we have an archive of pieces that set the tone for that decade commercially and culturally, so it seemed right to re-issue some of those pieces and the stories that come with them,” said Craig Brommers, chief marketing officer for the firm. “Generation Gap came together in a celebration of who was with us then and who we are with now – it has, at its heart, that simple truth that we can take from the past but also celebrate our future.”

Lizzy Jagger, daughter of Jerry Hall, wears her take on the black Bodysuit that her mother wore in 1991 while DJ TJ Mizell, son of Jam Master Jay of Run DMC, wears the Gap Logo Sweatshirt that his father wore in the Original Fit Jeans commercial in 1990.

Actor Evan Ross, son of Diana Ross, wears the sleeveless Logo Tee as a tribute to his mother who wore a simple tank in her 1991 ad, and singer Chelsea Tyler, daughter of Steven Tyler, wears the sleeveless Tee and Reverse Pleated Jeans channelling her father’s Easy Fit Jeans commercial from 1997.

Singer Rumer Willis, daughter of Demi Moore, wears the Cropped Denim Jacket, similar to the one her mother wore in her 1990 ad, with the Henley Bodysuit. And artist Coco Gordon, daughter of Kim Gordon who wore the Pocket Tee in her 1990 ad, wears the navy Leather Jacket, black short-sleeve Mockneck Tee and High Rise Denim Short in the film.

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