Can Gap’s 90s redux make it relevant to a new generation?

Gap I Am Gap 90s redux

So even though I liked the Gap normcore campaign, it turns out the public didn’t. But that hasn’t stopped Gap trying to channel its normcore heritage one more time to engage a younger generation of customer.

This time it’s youthful 90s normcore which makes much more sense.

Opening today, Gap is turning its Covent Garden store into an I AM GAP concept store, selling reissued favourites from the decade when Gap really was considered cool. Its pocket tees were legendary, ditto its khakis and also its denim. Well, its campaigns were shot by David Sims and featured Stella Tennant and Milla Jovovich so I guess there’s not much that could go wrong there.

Remember these…?

Stella Tennant Gap David Sims 1996
Gap campaign featuring Oluchi shot by David Sims 1999
Gap Milla Jovovich David Sims 1995

The reissues include pocket tees, pleat-top khakis (top), Gap-logo hoodies and other basics such as bodies and faded denim. I can vouch for the khakis and the cropped pocket tee. Just add Jack Purcells and a MAC Spice lip pencil and you’re good to go…

Gap reissued cropped pocket tee
Gap 90s pocket tee reissued

Gap reissued khakis
Gap 90s redux khakis

I AM GAP is open at 30-31 Long Acre, WC2 until the end of March 2017.

WORDS: Disneyrollergirl/Navaz Batliwalla
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