On Gap, M&S, and the fashion paradox of Dressing Normal
Well, isn’t Gap’s new ‘Dress Normal’ campaign interesting?
As we all know, this year’s buzzword ‘normcore’ is steeped in anony Gap-style dressing, so Gap has nodded to that in its Dress Normal strapline. But don’t expect 90s-tinged bland-chic. Gap’s imagery is far more elevated and beautiful, so we’re shown not normal people (thank God, I’m a bit over normal people), but Hollywood elite types in ‘normal’ situations to represent modern-day Gap.
My favourite is Angelica Huston (top) having a coffee in a gorgeously lit diner situation (as opposed to a normcore Starbucks). (more…)
