‘Sex and the City’ Star Makes Gap Debut

NEW YORK Sarah Jessica Parker wears Gap jeans with a variety of ensembles in the retailer’s fall print campaign breaking in September issues of national consumer magazines.

Tagged, “How do you wear it?” the campaign, shot by Mikael Jansson, features an 8-page insert of Parker in jeans that are cropped or cuffed in a variety of ways. On top, she wears Gap’s fall styles including a pink cardigan and a tight jacket.

The insert is cut horizontally in half to allow consumers to match different bottoms with tops. The effort breaks next week in September fashion and lifestyle magazines including In Style, Lucky, Marie Claire, Vanity Fair and Vogue.

Spending on the campaign was undisclosed. Gap spent $140 million on measured media in 2003 according to TNS Media Intelligence/CMR.

“The whole idea of the campaign was that with so many brands out there, especially fashion brands, saying this is the way we want you to look, and putting out their look of the season, Gap’s always been about you wearing things your own way,” said Trey Laird, creative director at independent shop Laird + Partners in New York, which created the campaign. “Sarah Jessica Parker immediately came to mind. She has great personal style, and isn’t known as looking one way, she has a lot of fun with her clothes.”

In addition to the ads featuring Parker, two-page spreads will begin running at the end of August and beginning of September showing Jada Pinkett Smith and Jessica Alba wearing Gap’s fall styles. Mens ads feature musician Lenny Kravitz, New England Patriot Tom Brady, and actors Michael Vartan, Josh Duhamel and Peter Krause. They run in September and October issues of magazines including Cargo, Details, GQ and Sports Illustrated.

A TV component featuring Parker is due out at the end of August.