Remember when a Gap ad campaign used to be a thing? When it was “Individuals of Style” such as Joan Didion making you get excited about black turtlenecks, or Spike Lee making you think khakis might be cool? That was more than 30 years ago.
Could it excite us again? Introducing Gap according to Gwyneth, and compelling evidence from the actress-cum-wellness potentate and her daughter, Apple, that the Canadian tuxedo — aka “double denim” — might actually be chic.
Under new designer Zac Posen, Gap is certainly doing a good job of looking as if it is having a moment once more. The Gwyneth and Apple images are from the new campaign for GapStudio, its so-called “brand atelier”, which basically equates to posher clothes at posher prices than the main line. Posen made his name creating red-carpet moments with his eponymous luxury label but is now the creative director at Gap Inc.
Gwyneth Paltrow wears jacket, £225, and jeans, £150. Her daughter, Apple, wears dress, £275. All GapStudio
Posen first met Apple “when she was a baby. I was on my knees pinning Gwyneth into her dress for the Oscars [in 2007] and Apple was crawling around playing with all the jewels”. He hasn’t yet got her mother onto the red carpet in GapStudio, but he has delivered plenty of other big names since he arrived last year.
