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Gap is continuing to celebrate the diversity of the young people it wants to buy its clothes.
A new print and video campaign, titled “I Am Gap,” from Untitled Worldwide takes a look at a range of personalities—found via street casting, rather than via a modeling agency—that the clothing retailer hopes captures the spirit of its brand.
A Latin jazz loop plays over :15 and :30 clips, shot in the vertical video format, that feel like straight throwbacks to the brand’s 1990s heyday.
In one, a woman named Hybutalla sports a hijab, while the copy touts her love of swimming and emoji.
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