Gap may have closed down its directly operated stores in the UK but via its deal with Next, it remains a key market for the brand, and it has just unveiled its autumn 2023 adult clothing campaign, “reinforcing [the brand’s] heritage of championing originality”.

A cast of eight “dynamic creatives” is headlined by Helena Christensen and features “a diverse global cast of talent, making Gap style their own, who are remixing creative culture through art, music, fashion, activism, and film — setting the tone for culture to come, who are a self-expressive voice for every generation”. 

Joining the former supermodel is chef/TV host Sophie Roe, actor Lionel Boyce, stylist/model Veneda Carter, style influencer Coco Pink Princess, sneaker designer/collector Sean Wotherspoon, actor Medallion Rahimi and visual storyteller Stella Simona each wearing a favourite piece from the collection.

Photographed by Bjorn Loss and styled by I.D. Magazine’s contributing fashion editor Caroline Newell, the campaign “brings self-expression and individual style to life in each frame through Gap’s autumn essentials” while the collection showcases Gap’s current bestselling style inspired by the brand archives, including denim jackets, jeans, button-down shirts, hoodies, cargos, and sweaters.

Meanwhile, the accompanying 30-second film, directed by Brenden Clark and videoed by Ben Carey, “pays homage to nostalgic Gap ads reimagined for today”.

The campaign has launched online, and via the Gap unit on Oxford Street, London, as well as across shop-in-shop locations in Manchester, Birmingham, Lakeside and Glasgow. 

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