Though Gap has been around for ages, the brand's been in the news more for its struggles than its successes lately. With their creative director Rebekka Bay recently jumping ship, a common theme over the years, it’s fair to say they’ve been playing a game of musical chairs trying to find the right person to rejuvenate the company’s reputation and financials. Think of them as the little fashion engine that just barely can, if you will. While this editor has always been a fan of their quality basics and their awesome price point, others have been quick to write them off. But with the announcement of their surprising new campaign it might be time to think twice about that! A new 12-part video series titled "Spring Is Weird" hints at a quirky new direction for the brand, not least because it stars everybody’s favourite funny girl Jenny Slate. Perhaps even Gap is tiring of our heavy reliance on all things normcore? We'll have to wait and see, but the first video's trippy glimpse at a love story has us itching to see more!
Check it out for yourself below, and let us know your thoughts on Gap's new direction in the comments!
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Gwyneth Paltrow and Apple Martin Star in GapStudio's Fall Campaign—Shop Wholesale Replica Bag CollectionThe mother and daughter model the new 38-piece capsule.
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I Live in Basics—33 Elevated Styles From Gap, H&M, and Old Navy That Have My Undivided AttentionCamis, cashmere, and cardigans.
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Cool-Girl Fall Era Loading—31 Picks From Zara, J.Crew, and Gap That Fit the BillI'm a senior shopping editor, and these have my stamp of approval.
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If Minimal Effort, Maximum Style Is Your Vibe, Then These 29 Cool Items From Gap Deserve a Spot in Your Outfit RotationNYC It girls shop here.
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If Reading Brontë in Central Park Is Your Vibe, Then You're Going to Love These 28 Fall Sweaters From Gap, Old Navy, and Banana RepublicStriped sweaters and cashmere.
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I Live in Murray Hill—Here Are the 8 Places I Like to Shop for a Fashionable Fall ClosetStylish sweaters and suedes ahead.
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Thanks to Hailey Bieber, Everyone Is Buying This Specific Pair of Gap Jeans This WeekIt's $80 well spent.
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Gap and Old Navy Sneakily Launched Early Labor Day Deals—I Predict These 32 Items Will Sell Out FirstHurry. These will sell out.
