MOMENT | Gap's "Dress Normal" Campaign

The Gap has recently released four videos directed by Academy Award-winning director  David Fincher in conjunction with their "Dress Normal" campaign. I went on CNN on Tuesday morning (it's not online, thankfully!) to discuss the idea behind the campaign and the #normcore trend. Initially you might think there's nothing simpler than an idea of "dressing normal", but when filtered through blogs and magazines, opinion pieces and branding, it can quickly become really complicated. Is it a statement of defiance? Is it a joke? Is it oblivious conformity? Is it a reaction to labels? Is it a reaction to the escalation of unattainable fashion? Is it 90s nostalgia? It it about practicality? All of the above? What came first, the chicken or the egg? Why don't you just tell me the name of the movie you selected? Although thinking deeply about normcore is not my idea of a good time, I think these videos are really smart, light, and fun, and their tag lines are definitely playing into the idea's complexity:

Let your actions speak louder than your clothes.
The uniform of rebellion. And conformity.
Simple clothes for you to complicate.
Dress like no one's watching.

Here are the two other campaign videos: Kiss and Stairs. And just in case the song Wait A Minute by The Newday gets stuck in your head from the top video, here's the full song.

p.s. Just a quick PSA: I will repost the luggage tag collab that was up last night and this morning, tomorrow. I lost track of the date when I scheduled it earlier this week and took it down this morning out of respect for 9/11 victims and their families—it was the wrong thing to be celebrating on such a hallowed day for the country and New York City.


Emily Fleck said...

I worked for the Gap in the late 90s during high school and I will always have a bit of a soft spot for their stuff. I don't have TV so I probably would have never seen these.

Some retailer has to fill the quality basics void, and if I could afford to buy all my jeans, t-shirts, and button-ups from micro factories all employing well-paid and looked-after employees, I would. Alas, though...$100 for a tshirt is simply something I cannot do very often or at all. Even a hundred dollar tshirt only lasts a couple years at most.

Anyway....rambling here, sorry. Also, that song is great. Thanks for posting it separately. =)

Aesthete B said...

Check out Everlane, some of their clothing is made in the USA and t-shirts start at 15$.

Anonymous said...

Rolling my eyes so hard.