High-Fashion & Retail Collide

Gap loves to cause a frenzy. So, what would make the release of their fall campaign any different? Utilizing a little star power, the apparel giant introduced their "Classics Redefined" campaign this summer featuring celebs decked out in Gap gear. They also utilized the photog skills of a certain photographer, you may have heard of her--Anne Leibovitz--to handle the dramatic portrayal of celebrities in wide leg trousers and v-sweaters. And, voila! Can you hear the dollars rolling in? Quite the combination for creating a killer retail marketing campaign.

Gap has all the elements: celebrities, award-winning photographer, black-and-white dramatic prints, and of course, a "new" fall line. I use the word "new" lightly, because honestly, everything at Gap looks exactly the same to me. I know this because I shop there regularly. In fact, I'm wearing Gap jeans as I write this. The "new" fall line is more of the same regular Gap style (which I love!) only prettied up with celebs and great photography. Keep your eyes peeled for:

-John Mayer in a sweater vest
-Lucy Liu in a little black sweater dress
-Liev Schreiber sporting the "Haberdashery" shirt
-Sarah Silverman (pictured), donning wide trousers
-Forest Whitaker, in the "Macintosh"
-Selma Blair, wearing a deep v-sweater
-Ken Watanabe, in a tailored white shirt
-Regina King, in a short-sleeved turtleneck
-Davis Guggenheim, wrapped in a v-sweater
-Twyla Tharp, wearing a french cuff shirt
-Marcel Wanders, snuggling in a soft tailored blazer
-Puffy (wait, there's more than one?!) AmiYumi, donning the wide leg jean

Okay, so I guess we're also using the term "celebrity" lightly, but you get the point. The photography alone will catch a consumer's eye.

But, would this stunning marketing campaign work for Kmart's fall line or JCPenney? Or is it simply the Gaps, Saks and Cartiers of this world that can successfully use celebs to hock their merchandise? In the instance of Kmart/JCPenney, if Anne Leibovitz took the snazzy black-and-white pictures of celebs (even people I've never heard of) I would pay attention. In all honesty, I would probably be more open to buying clothes from the retailer, based on the campaign. How very fickle of me! Turns out, pretty faces and photography affect my opinion of a retailer. On the other hand, Kohl's has teamed up with Fergie (yuck!) and so the opposite occurs--I'm completely turned off. But, Fergie in a B&W Leibovitz photo? Maybe...

What about the rest of you out there, are you as superficial as I am? Does this hot Gap campaign make you want to shop there? C'mon, let us know. It's your turn to share!

--Heather Strang