It’s Sex and the City for Gap

Gap Inc. (San Francisco) has unveiled its new marketing campaign theme, “How Do You Wear It?” featuring TV actress Sarah Jessica Parker.

The campaign, which the retailer says “celebrates the expression of individual style,” will be launched next week with television, print, outdoor, direct mail, online and in-store marketing elements. The first print ads will appear in the September issues of magazines such as InStyle, Vanity Fair, Vogue, Lucky and W.

“For 35 years Gap has embraced individual style,” said Gap president Gary Muto. “Asking the world ‘How Do You Wear It?’ is an invitation for personal expression and a conscious effort to connect the brand more closely with customers. Sarah Jessica Parker’s innate sense of style is so dynamic and unique that she is the perfect fit for our fall campaign.”

Parker was the star and one of the producers of the HBO television series, “Sex and the City.” Her character, Manhattan freelance writer Carrie Bradshaw, was known for her quirky, expensive outfits and her passion for Manolo Blahnik shoes.

The print campaign, photographed by Mikael Jansson and developed by Gap’s creative agency Laird+Partners, features Parker in her favorite Gap jeans paired with key pieces from Gap’s new fall collection. Parker takes one pair of jeans, Gap’s new ultra low rise jeans, and crops, cuffs and rolls them to create a variety of looks. She wears them with everything from a playful shrunken jacket to a sexy pink cardigan.

“I think the Gap is terrifically creative, fun, inspired, and the clothes are for everyone, of every age,” she said. “They are timeless, easy, colorful, classic and affordable.”

In addition to Parker, the fall print campaign will include other actresses, such as Jada Pinkett Smith and Jessica Alba. The men’s print campaign spotlights a range of personalities, including singer Lenny Kravitz, pro football player Patriot Tom Brady and actors Michael Vartan, Josh Duhamel and Peter Krause. September and October issues of publications such as GQ, Details, Cargo and Sports Illustrated will feature images from the men’s campaign.

The Sarah Jessica Parker campaign will also include a tour of Gap stores around the country, kicking off on Aug. 18, 2004, at Gap’s San Francisco store at Post and Kearny streets, then travel to Miami, as part of MTV’s 2004 Video Music Awards Sideshow. It will eventually make its way to stores in King of Prussia, Pa., Wayne, N.J., Garden City, N.Y., New York City, Toronto, Bloomington, Minn. and The Grove in Los Angeles, and will wrap up on October 3 at a “mystery city” to be determined by customer online votes.