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GAP launches Christmas 2020 campaign

Tom Shearsmith
29 October 2020

Gap has launched its Christmas 2020 collection and campaign, encompassing menswear, womenswear, children and babies, as well as for the first time ever - pet clothing.

The collection targets popular trends from 2020, including staple working from home loungewear, winter jackets and matching pyjamas sets.

This Christmas, Gap's campaign, titled 'Dream The Future', underscores the brand’s platform of American optimism, reflecting on the hope that society moves forward together and that racial and social divides will not exist for future generations.

The campaign launches on national television and digitally today to a reimagined demo of “Dream Baby Dream,” by singer and songwriter Karen O.

https://youtu.be/RZbH3EaN-RU

Mary Alderete, Global Head of Gap Marketing, said: “As we approach the end of a challenging year, we recognise that our country is fatigued and longing for a sense of unity. We must continue to look forward and promise to create a better future together. We’re optimistic that we can celebrate, not just our differences, but our common humanity.”

Gap has also debuted its first Christmas clothing collection for dogs:

Last week Gap announced it was considering the exit of company-owned retail in the UK and Europe.

At a time when its relaxed, reasonably priced basics should be in high demand, TheIndustry.fashion takes a look at why it may be failing to recapture the attention and spend of the British consumer.

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