Global modern American style fashion group Gap is launching a new spring campaign – GENERATION GOOD featuring some iconic names like Aurora James, Dr. Woo, Evan Mock, Mikhail Baryshnikov and many more…
Acting on the shared values of inclusion, diversity, sustainability, and community, these groundbreakers are changing the paradigm, propelling a real shift in how we show up, represent, listen and learn across generations. Through founding ideals and creative expression, GENERATION GOOD inspires the good in all of us, working together for a brighter future
Mary Alderete shares, “Gap was founded with the mission to do more than sell clothes,” says Mary Alderete, global head of Gap marketing. “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.”
Gap Teen kicks things off with youth demanding a spring awakening to meet a future of their making.
Across gender equity, climate justice, racial equality, and anti-bullying platforms, this natural-born chorus of young voices raises the bar on what’s expected and what’s possible.
Director and Photographer Mark Seliger captured these individuals of style to the soundtrack of Michael Kiwanuka’s “You Ain’t The Problem” – a fitting anthem of realization and renewed energy Kiwanuka wrote to remind himself of self-love for progress: “I lived a dream. I hope to be. Who I believe in.” This installment of the campaign releases across national television and digitally on March 8, 2021.
The GENERATION GOOD features icons like Aurora James, Dr. Woo, Evan Mock, Mikhail Baryshnikov, and many more…
“Gap is committed to positive change,” says Aurora James, creative director and founder of Brother
Vellies, and founder of the 15 Percent Pledge. “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.”