Gap "Lived-In" featuring Anna Calvi
Gap “Lived-In” featuring Anna Calvi

“Lived-In,” Gap’s new global marketing campaign celebrates an authentic attitude, that’s captured in the brand’s spring collection featuring a modern and youthful interpretation of classic, casual styles.

Gap "Lived-In" featuring RJ Mitte
Gap “Lived-In” featuring RJ Mitte

For years, Gap has shared its belief in the power of the individual by highlighting people who are always their most authentic selves. This season, the “Lived-In” attitude is brought to life by a cast of emerging and talented young artists.

Gap "Lived-In" featuring Birdy
Gap “Lived-In” featuring Birdy

The new campaign photographed by David Sims, features Trinidadian-born American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green (performing under the stage name Washed Out).

Gap "Lived-In" featuring Theophilus London
Gap “Lived-In” featuring Theophilus London

“We are proud of our tradition of finding emerging talent from around the globe and sharing them with the world in an authentic and meaningful way,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “For 45 years, Gap has celebrated individual style, and as demonstrated through ‘Lived-In,’ there’s just something about a well-loved denim jean or washed out cotton tee that truly expresses a person’s character.”

Gap "Lived-In" featuring Lina Schneynius
Gap “Lived-In” featuring Lina Schneynius

The campaign is currently running exclusively in the March issue of Vogue as well as Gap’s social media channels. 

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