American clothing retailer, Gap has revealed the first chapter of its new Fall campaign which celebrates the individuality and authenticity of personal style by questioning what it means to Dress Normal. 

Set to launch on September 2 across multiple global vehicles, the campaign represents the same core values the brand has stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal  encourages individuals to showcase their own authentic, personal style, and also challenging us to dress for ourselves (and no one else).  We are so in love with this idea! 

“Finding your own version of ‘dress normal’ is an art – my normal is different from your normal, and that’s the essence of the campaign,” said Seth Farbman, Gap Global Chief Marketing Officer.  “This fall, Gap celebrates dressing for yourself and finding those perfect items – a pair of jeans, a t-shirt – that make you feel confident to be your most authentic self.”

 The campaign features photography of recognizable people who are known for their own art of dressing normal, starting with Anjelica Huston, The Royal Tenenbaums; Elisabeth Moss, Mad Men; Michael K. Williams, Boardwalk Empire; Jena Malone, The Hunger Games: Catching Fire; and Zosia Mamet, Girls. Additional celebrity names will be released ahead of the September launch.  Gap will also be returning to television as part of the campaign, with further details to be revealed in the coming weeks.

The fall campaign marks the first creative execution of Dress Normal which begins its story with a classic Gap item and one of the coming season’s biggest trends – black denim – and season after season the narrative will shift to other iconic Gap staples.  The concept was developed in partnership with Wieden + Kennedy New York, known for bringing to life some of our favourite brands like Nike, Coca Cola, and Old Spice through provocative storytelling.

In addition to print, Gap has also enhanced its Styld.by platform with a broader range of creative influencers, including popular bloggers, style experts, musicians, photographers, filmmakers and artists to curate the best fall looks and illustrate their version of Dress Normal. In mid-September, the brand will launch an experiential element to the campaign – the Dress Normal Project – which brings to life what dressing normal means through the lens of consumers across North America.

See more images from the Dress Normal fall campaign from Gap. What do you think of the Dress Normal idea? Let us know in the comments! 

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