Naomi Campbell, 46, becomes the face of GAP bringing back a sense of nostalgia as the denim giant launches the Archive ReIssue Collection, which includes iconic pieces from the 90’s, arguably the height of the brand’s success, and will be available at select GAP stores worldwide on Feb 7th 2016.
Campbell, who 25 short years ago, starred in a global GAP campaign and shot wearing the exact same outfit she wore in the 90’s. Proof that just like Adeline, Campbell is rendered ageless being that she has not aged in the past quarter of a century. Naomi Campbell has a staying power like no other, venturing into different industries spanning across business, television, social activist work, and acting. Essentially, anything she touches turns to gold.
Taking notice of the “Naomi Effect,” Gap has tapped Campbell in hopes of putting GAP back on the map with a collection that will remind us why the world fell in love with GAP. Currently, GAP’s market share has risen to about $23.01 per share compared to $17.00 per share on this day exactly one year ago according to MarketWatch.
Alongside Campbell, GAP has recruited the children of celebrities who starred in Gap’s original 90s campaigns, such as Demi Moore’s daughter Rumer Willis, and Diana Ross’ son Evan Ross. A two-minute video has appeared on YouTube on Feb 2nd, 2017, where the stars sign along to “All 4 Love” by Color Me Badd. According to AdAge, a 30-second version of this video is expected to air on Feb. 12th 2017 during the Grammy Awards in 10 local markets.
The 90’s are back in a big way, and so is GAP. It makes sense for the iconic clothier to be cashing in on this trend. Maybe the “Naomi Effect” is exactly what the brand needs in order to penetrate Generation Z.