Long Live the T-Shirt

Gap launched its second fall advertising campaign entitled “T-Shirt Shop.” The campaign, which focuses on T-shirts and celebrates the retailer’s heritage in self-expression and individuality, features a diverse ensemble of actors, musicians and style makers, including Jeremy Piven, Mia Farrow, Aaron Eckhart, Natasha Bedingfield, Common, Eva Herzigova, Pete Wentz, Lou Doillon, Paula Patton, Kristen Stewart, Brice Marden and Yvonne Force.

“T-shirts have become the ultimate vehicle for self-expression,” said Kyle Andrew, vp, Gap marketing. “Our collection of T-shirts this fall is better than ever before. From preppy-striped tees to rock-and-roll graphics, Gap is introducing a wide range of new styles and silhouettes to help you express your personal style.”

The campaign includes black and white print ads of celebrities wearing their favorite Gap T-shirt in a way that expresses their individual style. The images were shot by acclaimed photographers Inez van Lamsweerde and Vinoodh Matadin. In one, actor Aaron Eckhart sports a baseball T-shirt while another shows an animated shot of musician Pete Wentz (Fall Out Boy) rocking out as he tears off his striped T-shirt. The campaign is slugged with the message “long live individuality” and each image has a corresponding tagline – such as your expression, your spirit, your attitude – capturing the emotion of the shot.

Inside Gap stores, shoppers will find a new dedicated space for T-shirts, which come in a variety of silhouettes, styles, fits and colors. To celebrate the launch of the T-Shirt Shop campaign, stores in New York and Los Angeles will host special T-shirt customization events, including appearances by celebrities from the ad campaign and free screen-printing onto shirts.