Mixed Signals

My problem with the GAP has always been hard to pinpoint, but I understand more and more that the issue—beyond the obvious awkwardly-fitting everything—lies within itself.

To me, GAP is the clothing brand equivalent to Coldplay—it’s neither good nor bad. It just kind of exists, and like Chris Martin’s commercial and culturally ubiquitous band, the GAP has failed to push me beyond apathy to the point of formulating an actual opinion.

Since I can’t legitimately hate the GAP, I’ve accepted it and its firm position as a pop-culture staple, meant mostly for mainstream mall shoppers and thus kept safely out of high fashion’s haughty bubble.

That’s why I’m so flabbergasted by the recent direction of GAP advertising. I completely understood John Mayer, Sarah Silverman, Jeremy Piven and even slinky Selma Blair, but Lily Donaldson? Clémence Poésy? Georgina Chapman? Fucking Cecilia Dean? These people are only recognizable to a small sub sect of society, so what demographic is GAP trying to target?

Not that I’m complaining, really, for I’d rather see Coco Rocha in a cable-knit cardigan than some generic toothy tart. The ads could even be didactic, like stained glass from a gothic cathedral, meant to educate the unknowing with iconographic images of important people (wouldn’t that be elitist.)

I’m just confused; will this scheme continue to generate buzz and higher sales or backfire and send the GAP to its grave?

I’m no stranger to the overthought, however, and chances are regular shoppers haven’t even noticed the brand’s newly refined tastes. But I have, and if you’re reading this now you probably have, too. I just want to know: does a roundup of high fashion models and industry icons really make you want to fall into the GAP?

Lily
Clémence
and Julia Restoin-Roitfeld.