The 1969: LA and Beyond campaign highlights Gap’s denim design studio in Los Angeles and aims to tell the story of how its fashions come to life from design studio to people who wear it.
The campaign marks a shift towards a more editorial and content based approach to communicate the brand though storytelling using social media channels.
The predominantly digital campaign will run across fashion and lifestyle sites and Gap’s Facebook page.
Gap restructured its marketing and brand teams earlier this year following a branding fiasco after it faced a major backlash when it attempted to change its iconic 20 year old logo.
At the same time Gap appointed Seth Farbman, formerly worldwide managing director at Ogilvy & Mather, as its first global CMO role after Marka Hansen, head of brand and president of the North American business, stepped down.
Farbman says of the campaign: “Autumn is our first step in sharing what’s different and inventive at Gap, and we’re starting with our 1969 studio. We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.”
The US fashion retailer will be hoping that the new approach will boost its lacklustre performance. Gap reported a 23% fall in revenue to $233m (£141m) in the first quarter of the year.