David Fincher, best known for his obsessive and meticulous direction of The Social Network, Zodiac and Fight Club, has helmed the latest round of ads for Gap, which are shot in black and white and strive to be enigmatic.
The four ads, which roll out this week, complement a print campaign the retailer launched in mid-August themed “Dress Normal” that features Anjelica Huston, Elisabeth Moss and The Wire‘s Michael K. Williams, among others
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Seth Farbman, Gap’s global CMO, told Mashable that the tagline was meant to be a “gentle provocation, in a way” and are designed to connected with Gen Yers who are “pushing back on some of the chaos” in their lives, some of which is driven by technology. “In the fashion world, there’s a trend and a conversation around this idea that’s called normcore,’ he said. “I’m sort of edified in a way to see that there’s a fashion trend that is more extreme but recognizes this same truth. We’re not normcore, but we’re seeing this same truth.” Read more…
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