Gap “Better In Denim” - A New Campaign, A Legacy Campaign

Another day, another denim campaign …

Source: YouTube

It’s back to school, so of course the denim campaigns are in full force. This week we see the latest from Gap featuring “girl group” Katseye dancing to the classic 2003 song “Milkshake” from Kelis.

The music, the choreography, and the talent are getting the film a lot of attention this week. But let’s face it, the timing has a lot to do with it coming off of the American Eagle denim campaign featuring Sydney Sweeney.

This Gap campaign is being heralded for its diversity.

I don’t think this Gap campaign is in direct response to all the commentary about American Eagle though, as the ability to create that quickly would be quite impressive.

I think this is just who Gap is.

Take a look at Gap’s campaign with Parker Posey from earlier this year where diversity is ever present as well …

Or from a year ago …

Or from 1999 …

I think we all see the point.

This is Gap’s jam. Music, movement, dance … comfort. For all.

You may not know that Gap was started in 1969 as a denim concept store which was all about finding the right fit for jeans. For everyone. The right fit for Levi’s jeans specifically in San Francisco where Levi’s jeans and Gap where both founded. By the late 1970’s, Gap started its own jeans collection to broaden its line to fit more people. Diversity!

The brand expanded beyond jeans to other lines and to this marketer’s eye I always believed that Gap should have stayed firmly in the denim lane. Own it.

It’s nice to see it come back to its foundation, owning denim for all. Once and for all!

What’s your experience? JIM

P.S. Have a lovely day!