Jeans and a white T-shirt are the blank canvas for Gap’s new film Bridging the Gap. Gap describes the film as a celebration of American optimism. The diverse cast, which includes model Christie Brinkley, actress Priyanka Chopra, musician Wiz Khalifa and more, sings Sunny by Boney M., which conveys a message of optimism, while each dances to their own rhythm.
The film is directed and styled by Edward Enninful, who will take over as editor-in-chief for British Vogue in August. Edward Enninful is the perfect partner in this project as he and Gap share an optimistic view of the world.
Gap is a quintessentially American brand. ‘Bridging the Gap is about showing the many faces of what it means to be an American and bringing all of those sides together. The brand has mastered the art of bringing together big names for film campaigns. In February, Gap marked the release of the ‘90s archive re-issue collection with a film starring Naomi Campbell and a roll call of emerging talent, including model Lizzy Jagger and artist Coco Gordon.
Gap’s comparable sales for the first quarter of fiscal year 2017 were up two per cent versus a five per cent decrease last year.