The new GAP campaign called “Generation Good” brings a plethora of artists, activists, and influencers together. From Rebekah Bruesehoff, a 13-year-old transgender activist, to Mikhail Baryshnikov, a 73-year-old dancer and choreographer, what unites all of these individuals is the passion for their work and being a force of good.
Director and photographer Mark Seliger said, “it’s about activating diverse, unusual artists, influencers, and activists. Everybody had a focus and a cause. And that, to me, was all the right reasons to be doing this.”
Other individuals featured in the campaign include Dr. Woo, Evan Mock, Kimberly Drew, Dizzy Fae, Melissa King, Ina Bhoopalam, Mari Copeny, Nandi Hildebrand, and Jahkil Jackson.
In a press release, global head of Gap marketing Mary Alderete said “GENERATION GOOD reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world and that’s exactly what GENERATION GOOD is up to.”
It has been pointed out that some of the inspiration behind this campaign comes from Gap’s “Individuals of Style” campaign in the ’90s. This campaign featured famous celebrities, such as Spike Lee, Whoopi Goldberg, and Joan Didion, wearing casual wardrobe.
Alderete mentioned that in both campaigns, “The portraitures are reminiscent. You get a real sense of the individuals. There’s an intimacy.”
The videos feature roughly thirty seconds of quotes and the points of view of those featured. Alderete said that the individuals chosen to be in the campaign “share the values of our brand: inclusivity, diversity and sustainability.”
Gap also included Aurora James, the 15 Percent Pledge founder, and also joined 15 Pledge directly. Gap Inc. will make a $200,000 donation to the organization and pledging to reserve 15% of its shelves for Black-owned businesses.
“As we announced earlier this month, Gap and Gap Inc. will accelerate their representation commitments by taking the Pledge, and becoming an advocacy partner, aligning with the Pledge’s mission of creating a more equitable industry. Gap is being the change for good and I’m proud to play a part,” said James.