“It is said that every experience we have changes us in some way. Every story we read. Every song we hear. Every conversation we have. Every moment we live. It’s not the years, it’s the depth of an experience. The moments–and what we choose to take from them.”
These are just a few of the words from Gap’s new initiative, “Lived-In”, the spring campaign which sees Gap team up with up and coming creative talents like Theophilus London, British singer-songwriter Anna Calvi, actress Julia Garner and Swedish photographer Lina Scheynius.
More than just a visual campaign, however, Gap have also opened a “#LivedIn” concept store at BoxPark, the world’s first pop-up mall in Shoreditch (which, for those of you unaware, is basically one of the best neighborhoods in London). Select pieces from the spring collection are available to purchase and additionally, the store will receive monthly makeovers. With every month comes a new theme.
Despite introducing a new creative director, Gap retained its infamous style for the collection itself: high-quality denim, classic khakis and basic tees and button-ups. Although this time around, in tune with the name of the campaign and store, newly appointed Rebekka Bay focused heavily on the softness and tonalities of fabrics. She employed a washed down color palette and made garments feel and look as though you’ve owned them forever. We await the opportunity to feel what this specialized attention brings to shelves, because let’s be honest, we already considered Gap’s shirts some of the most comfortable out there.