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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Wait, Gap's Pre Black Friday Sale Is So Good—25 Elevated Winter Basics That Have My AttentionChic and affordable? Done and done.
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My Friend Wants a Chic Wardrobe—I Sent Her These Early Black Friday Fashion DealsDiscounted gems fromReplica Store, Zara, J.Crew, and more.
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I Just Found the Most Luxe-Looking Sweaters From Gap, Madewell, and J.Crew—And They're All on SaleUp to 50% off.
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I Tried On the Gap x Cult Gaia Pieces You're About to See Everywhere This FallDon't hesitate.
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The $70 Gap Bag I'm Buying to Emulate Dakota Johnson's $1190 VersionIt's bound to sell out.
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A New York Fashion Person Walks Into Gap—31 Items They'd Buy for FallThat person is me.
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These 30 Incredibly Chic Sale Picks From Gap and Banana Republic Scream Fashion PersonAn easy way to up your fashion game.
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These 30 Effortlessly Chic Summer Essentials Are on Sale at Gap and Banana RepublicBring on the compliments.
