Gap is making a significant impact in the UK market with its autumn 2023 adult clothing campaign, titled «Icons,» reaffirming its legacy of championing originality. Despite the closure of its directly operated stores in the UK, Gap maintains a strong presence through its partnership with Next.

This campaign spotlights a diverse and dynamic cast of eight individuals, led by the iconic Helena Christensen. These «dynamic creatives» represent a global mix of talent, each embracing Gap’s style while contributing to creative culture through various avenues, such as art, music, fashion, activism, and film. They serve as self-expressive voices for every generation.

The cast includes renowned figures like chef and TV host Sophie Roe, actor Lionel Boyce, stylist and model Veneda Carter, style influencer Coco Pink Princess, sneaker designer and collector Sean Wotherspoon, actor Medallion Rahimi, and visual storyteller Stella Simona. Each person showcases their unique style by donning their favorite pieces from Gap’s autumn collection.

The campaign, captured by photographer Bjorn Loss and styled by Caroline Newell, a contributing fashion editor for I.D. Magazine, vividly portrays self-expression and individual style. Gap’s autumn collection draws inspiration from its archives, offering a range of essentials, including denim jackets, jeans, button-down shirts, hoodies, cargos, and sweaters.

Accompanying the campaign is a 30-second film directed by Brenden Clark and filmed by Ben Carey. This film pays tribute to nostalgic Gap ads, reimagined for today’s audience.

The campaign is accessible online and at Gap’s Oxford Street unit in London, as well as various shop-in-shop locations in Manchester, Birmingham, Lakeside, and Glasgow. Gap continues to champion originality and celebrate its heritage through this exciting campaign.

Optimizing for SEO, the text emphasizes Gap’s autumn 2023 campaign, highlighting the brand’s commitment to originality and its enduring presence in the UK market. The campaign features a diverse cast of dynamic creatives, including Helena Christensen, and showcases Gap’s autumn essentials inspired by its archives. The campaign’s availability in stores and online is also highlighted.