Gap’s new ads seem very American Apparel

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Gap's ad campaign for its new line of 1969 Premium Jeans is meant to harken back to the chain's early days as a purveyor of Levi’s and vinyl records. But instead of making you think about Gap’s 40-year legacy, it probably reminds you of something else: those minimalist, soft-porn ads for American Apparel. (Above is a new Gap ad by Laird & Partners; a 2008 American Apparel ad is shown below.) Considering how American Apparel has saturated just about every city and social network with its stark white backgrounds, Helvetica headlines and erogenous models, I have a hard time believing Gap is unaware of the similarity, even if its ads are quite a bit classier in tone. So, is this an intentional effort to co-opt the hipster style and perceived affordability of American Apparel? (Starting at $59.50, Gap’s new jeans will rival or even beat American Apparel’s pricing of $74-plus.) Or maybe I’m wrong, as Gap's ads certainly don’t seem like the daydreams of a sexual predator. Hat tip to Meg Flyn.

Posted by David Griner

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