Bridging the gap
Vogue UK editor-in-chief Edward Enninful directs new Gap film featuring Priyanka Chopra and Wiz Khalifa
MANILA, Philippines - The Nineties was when the now-hardly-used term “normcore” was at its peak, even if the term didn’t exist then (back then, it was known as plain “wearing clothes”). The T-shirt and jeans combo, often romanticized as the ironic fashion statement of choice of It girls who never wear them, was neither a trend nor a statement; it was just what we wore. Now, we always say the ’90s (or every other decade) is having a resurgence, but it’s particularly true today with the revival of nostalgia-inducing logo bearing shirts, unskinny jeans in the lightest of washes, and the couldn’t-care-less attitude that often came with.
In February, favorite ’90s brand Gap created a campaign inspired by the decade featuring the offspring of celebrities who were featured in 1990s Gap commercials, including Lizzy Jagger (daughter of Mick and Jerry Hall), Rumer Willis, Coco Gordon, Evan Mitchell, DJ TJ Mizell, and Chelsea Tyler (daughter of Steven Tyler, sister of ’90s goddess Liv). Inevitably, this cast of characters made the campaign very rock ‘n’ roll while reaching out to the present generation. But it didn’t go viral. Perhaps because it didn’t really speak to this generation, but appealed to those who gravely miss it (me).
Gap’s latest video is more inclusive and makes a better appeal to relevance. While the music is unmistakable throwback (Sunny by Boney M, a cover of a 1966 Bobby Hebb song — coincidentally, Gap was founded in 1969, so this song could be on its life’s soundtrack), the campaign takes on a fresh interpretation with white shirts and jeans. Think ’90s Calvin Klein, but happy, unpouty, hearty. If there’s anything we need right now, it’s a shot of optimism, and the video has that. It’s also a not-so-subtle statement on beauty in diversity, featuring celebrities like Priyanka Chopra, Alek Wek, Christie Brinkley, Fernanda Ly, Lineisy Montero, Miles Chamley-Watson and Adwoa Aboah. On top of all that, it was directed, cast and styled by newly appointed Vogue UK editor-in-chief Edward Enninful. It sends a positive vibe without saying a word; sunny without a hint of irony.
On the local front, Gap is introducing its Recycle Your Blues denim drive, which invites everyone to donate any old pair of denim jeans at their nearest Gap store — when you do, you get 40 percent off on your next denim purchase no questions asked. The campaign runs until Aug. 31. All donations will benefit Hands On Manila’s livelihood program that aims to teach the urban poor bow to recycle old jeans. Proceeds will go to Pangarap Foundation, an all-boys’ shelter for former street children, and Families & Children for Empowerment & Development (FCED), which provides assistance to poor families through livelihood projects, micro-finance training, education and values reorientation.
Bridging the gap between decades is not just a fashion thing — it’s also a human thing. We’d like to see more brands get on that trend.
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In the Philippines, Gap is exclusively distributed by Casual Clothing Retailers, Inc., a member of SSI Group, Inc.
Donate your old denim jeans and get 40 percent off on your next denim purchase at Gap Central Square, Shangri-La Plaza, Estancia at Capitol Commons, Robinson’s Magnolia, SM Megamall, SM Mall of Asia, Ayala Center Cebu, and Abreeza Davao.
