Gap launches fall campaign with Selma Blair, Labrinth

By

Jennifer Braun

Published
Sep 7, 2022

Gap launched on Tuesday its latest fall campaign showcasing a collection of essential classics shown across a cast of culture shapers. 

Dubbed Gap's 'Fall 2022 Icons' campaign, the cast of icons is represented by artists and trailblazers, all of whom use their platform and voice to push culture forward.

In particular, the campaign features actress Selma Blair — a New York Times best-selling author and mother with MS advocating for a more inclusive world — as well as UK performer and humanitarian, Labrinth. 

Completing the cast is model, organizer, and writer Cameron Russell; 23-year-old, model and actor, Toni Breidinger; and professional race car driver and the first female Arab driver of Nascar, Toni Breidinger. 

Through the campaign, concepted by Gap's global creative director, Len Peltier and directed by Koto Bolofo, the icons are styled in 90s loose organic cotton denim, big white shirts, cargo and pleated khakis, high rise 70s flare denim and the classic Gap logo hoodie.

”At Gap, Icons are a symbol of timeless individuality, and there's nothing more iconic than shaping culture by amplifying your true self and talent,” said Mary Alderete, global head of Gap marketing. 

"We're excited to celebrate these Icons in our Fall campaign as a diverse group of individuals, effortlessly styled in Gap updated classics, who are using their unique talents and abilities to better us all." 

As part of the campaign launch, the brand also announced the Gap Logo Remix project, which invites artists to design a unique Gap logo. Through customer voting, the top three designs will become Gap NFTs and physical hoodies that will be sold on gap.com. 

The move follows the brand’s recent releases and experiences with Dogami and Club Roblox, in addition to gamified NFT collections with artists including Demit Omphroy, Dapper Dan and Frank Ape.