In response to the unfavorable reception of its recent advertising campaigns, Gap redefined its marketing strategy for the fall season. Previous advertisements, including those promoting Audrey Hepburn-inspired skinny black pants and the boyfriend trousers collection, drew criticism for presenting styles that many women found unrealistic or difficult to relate to.
To reconnect with its target audience, the company shifted away from television advertising and instead launched a print campaign featuring black-and-white portraits by renowned photographer Annie Leibovitz. The campaign showcased well-known personalities such as Sarah Silverman, Forest Whitaker, Lucy Liu, and Liev Schreiber wearing Gap’s signature classic apparel, emphasizing timeless, versatile clothing that consumers could easily envision themselves wearing.
Introduced under the slogan “Classics Redefined,” the campaign reflected Gap’s effort to reinforce its brand identity by highlighting its iconic wardrobe essentials. According to Jacquie Lenart, the company's Vice President of Marketing, the creative concept developed with Leibovitz was specifically designed for print media, making television advertising an unsuitable format for the campaign.