Whoopi Goldberg — “Askance.” Hooded sweatshirt. Publication date unconfirmed.— Photograph attributed to Annie Leibovitz / Gap
Individuals of Style
- Brand:
- Gap
Timeless principle
Build a consistent frame that leaves room for people to be themselves.
The idea
Let distinctive people show how ordinary clothes become personal style.
Why it works
Whoopi Goldberg peers out from a hood; Spike Lee looks sideways beneath his hat. The brief headlines give those expressions a second meaning, letting personality carry the advertisement. A sweatshirt and a mock turtleneck become the supporting cast. The small product descriptions name the sitter and their occupation, while the Gap logo holds the series together. Sakamoto’s quieter portrait shows how far the same approach can stretch. The campaign offers a consistent wardrobe without asking everyone to share the same identity.
Tags
- Classic Print
- Outdoor
- Portraiture
- Fashion
- Identity
Gallery
Spike Lee — “Point of View.” Mock turtleneck. Publication date unconfirmed. Ryuichi Sakamoto — polo shirt, 1991.
