Electronic music artist Blood Orange has teamed up with Gap to lend the “Dress Normal” campaign a bit of musical luster with a full-on interactive campaign. Gapgiftguide.com takes you into an augmented reality experience where users are able to use their webcam to strum striped clothes and remix Blood Orange’s song “It Is What It Is,” which they can then share on social media.
“Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience. It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand,” said Gap’s Global Chief Marketing Officer, Seth Farbman.
“We’re inviting our customers to put a smile on the face of family and friends by sharing their musical talents in a fun and highly seasonal way. Gap’s first store sold jeans and records, so it is fitting in the year of our 45th anniversary to have a link back to our musical heritage, but in a way that will resonate with today’s youth culture.”
While this is a fun, interactive extension of Gap’s larger “Dress Normal” campaign, the campaign has gotten a lot of flack for declining sales when attempting to tap into the normcore trend that Gap’s current demographic sees no irony in.
Still, Gap is continuing to find its place and is banking on steering it’s mall-shopping ship to hipper waters by rounding up an of-the-moment creatives like Sofia Coppola, Zosia Mamet, Elizabeth Moss and more to bolster their new image.
