SZA is Gap’s newest campaign star, repping the brand as it approaches its 50-year mark.
“Definitely don’t even know how I low-key got gifted the opportunity to be involved with them, just because they’re super iconic and only have worked with iconic people,” SZA said in an interview with Mic.
The campaign features an array of talent including Metro Boomin, Miles Heizer (13 Reasons Why), Awkwafina (Ocean’s 8), Bria Vinaite (The Florida Project), singer Sabrina Claudio, actress and comedian Naomi Watanabe, YouTube star Connor Franta, TV radio personality Maya Jama and makeup artist Sir John. It includes the Metro Boomin-created remix of the song “Hold Me Now” by the Thompson Twins as well as a new capsule collection featuring Gap’s iconic logo throughout the years.
In recent years, apparel retailers have worked to attract consumers increasingly favoring travel or dining out over shopping. At the same time, brands have sought creative ways to engage customers. Gap joins a number of fashion brands enlisting hot hip-hop and R&B acts to make original material in hopes of boosting brand awareness and enticing shoppers. The collaborations also signal that musicians and fans are less troubled than previous generations by the notion of selling out.
“As marketers we have to realize that where people consume brand content has changed,” says Craig Brommers, Gap’s chief marketing officer. “The exciting thing about the campaign is that we’ll be able to reach people through a variety of mediums. We have to go where the customer is going.”
Watch the full campaign video below, and catch it during the Grammy Awards Sunday night.
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