Gap continues edgy new image makeover with campaign starring indie musicians and dancers
21:15 GMT, 9 August 2012
Gap has unveiled an edgy new ad campaign that features lesser-known musicians and dancers.
Tagged Icons Redefined, the chain store's new Fall ads includes Scott and Seth Avett, aka the Avett Brothers, from North Carolina, Californian singer/songwriter Nicki Bluhm and the San Francisco Ballet's Yuan Yuan Tan.
In what is no doubt yet another bid to freshen up its image, Gap has also included pop duo Karmin, Tennessee dancer Lil Buck and musicians Lia Ices and Kaki King.
Bright young thing: Gap has unveiled its latest ad campaign which features a collection of up-and-coming musicians and dancers. Singer-songwriter Kaki King, pictured, is included in the unusual model mix
Photographed in New York, the campaign shows each of the rising stars wearing the brand's signature All-American apparel and accessories as they each represent their individual talents.
Ms King, for example, who has been creating percussion music since 2001, is dressed in the brand's new Studio Sweater as a guitar hangs from her.
It is the second daring ad campaign to
come from the retail brand in less than six months. In April, It
released an ad featuring a same-sex male couple wrapped in the one grey
Ms Tan, the ever-elegant principal ballerina who began dancing in Shanghai when she was just 11, is dressed in a simple white Fitted Boyfriend Shirt paired with denim jeans and a red belt as she extends her right leg high into the air.
Talented: The new campaign also stars Nicki Bluhm (left) who wears the 1969 Sexy Boyfriend Cord jeans and the male half of Karmin, Nick Noonan (right) who wears the 1969 Straight Fit jeans and a denim jacket
Stylish: The Avett Brothers, above, are also featured, wearing further jeans and button-down shirts
She is seen in another image wearing baby blue ballet slippers as she points her left toes into the ground.
Flexible: The brand have been on a mission to freshen up its image for a while now. Ballerina Yuan Yuan Tan is seen above, stretching her leg up high
Nicki Bluhm, a pretty brunette musician who creates soul-filled country-inspired music, is seen wearing the brand's new 1969 Sexy Boyfriend Cord jeans in her own shot, her long hair bouncing about the place as she is captured dancing.
Mrs Bluhm told Fashionista.com: 'I was thrilled about the Gap stuff, because they are known for the super staple stuff. I love the 1969 range; it's a cross between fashion and function… the goal is not to look like I've been in a van for three weeks.'
The Avett Brothers, an indie rock band
who play the banjo as well as the guitar, are seen in all-blue
ensembles, rocking denim jeans and button-down shirts as they play
around with a banjo.
A behind-the-scenes video from the campaign was posted by People magazine.
It shows Seth and Scott Avett reveal that they used to visit the Gap themselves in an attempt to meet girls.
King adds: 'It's a credit to Gap, saying “we're going to try to find
these people that we really do think are interesting and talented”.'
Ices, a New York-based musician, is also seen wearing the new navy blue
Academy blazer from the Fall collection while Lil Buck, the incredible
professional dancer, is seen in the new Lived-In Slim Khaki pants.
The Gap has been successful in its attempts to re-brand itself as a contemporary retail option.
On March 26, 2012, the company's shares jumped up to the highest price since August 2001.
It gained 41per cent in the last 12 months.
It has certainly come a long way since 2010's controversial logo fiasco.
Next gen: Karmin, the pop duo including Mr Noonan and Amy Heidemann (right), wear double denim
Skills: Dancer Lil Buck performs a trick for the camera, above, wearing the brand's Lived-In Slim Khaki pants
Natural attire: New York based musician Lia Ices (left) is also included in the mix as well as Karmin's cheerful female half Amy Heidemann (right) who is seen wearing double denim with her male bandmate
It attempted a brand new emblem in October of that year, which attracted severe backlash from fans on its Facebook page as well as fashion sites including Refinery29.
The site posted about how it resembled 'something that looks like it was thrown together in Microsoft Word'.
Just one week later, the brand returned to its original trademark blue and white logo.
The brand has featured hundreds of celebrities in its endless ad campaigns over the years including Liv Tyler, Usher, Jeremy Piven, Clemence Poesy, Lily Donaldson, Ginnfier Goodwin, Lucy Liu, Jon Hamm and the cast of Gossip Girl.