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Gap has launched ‘It’s Our Denim Now’ autumn campaign with a focus on
how its denim offering is for an inclusive audience “with styles and fits
for every dimension of today’s generation”.

The campaign’s film has been directed by Fleur Fortuné and is set to
Move Together by Ndidi O, while the accompanying campaign imagery was shot
by next-gen photographer, Tyler Mitchell, and champions “diversity and the
versatility of Gap denim” including the new high rise cigarette-style for
women that is a lean, straight fit and the new men’s Skinny made with
GapFlex technology for extra flexibility and total comfort.

Also featured in the campaign is Gap’s 50 year heritage limited edition
‘Denim through Decades’ capsule collection, which launches on August 20 and
includes iconic styles from the 70’s, 80’s and 90’s, updated with “on-trend
modern details”, while the 1969 Premium collection features “elevated
pieces of today” with denim and namesake logo hoodies, shirts and jackets,
which Gap adds will be refreshed seasonally.

“Fall is momentous for Gap as we celebrate our 50th anniversary and the
new era of the brand,” said Gap’s senior vice president and chief marketing
officer, Alegra O’Hare in a statement. “With ‘It’s Our Denim Now’ being my
first major campaign, we wanted to make an impactful statement visually and
celebrate Gap’s heritage as a denim leader while cementing its future as a
brand for all generations. This is only the beginning of what’s to come.”