GAP – Summer 2012 Collection “Be Your Own T” | Campaign

By - May 11th, 2012

GAP   Summer 2012 Collection Be Your Own T | Campaign

For Summer 2012 GAP launches its “Be Your Own T” campaign, showcasing three distinct categories of the brand’s new t-shirt collection: the Now Tees, Essential Tees and G Tees, plus t-shirt inspired styles in the form of dresses, skirts and rompers. The main conceit behind “Be Your Own T” is the notion that the tee is the perfect vehicle for expressing one’s unique qualities, and the Gap has reinvented its t-shirt collection to offer fits and styles for any personality or budget. Social media will also be an engine that drives the campaign, featuring two digital experiences: T-It-Yourself, in partnership with Threadless, provides customers who buy new Gap tees creative ways to upcycle their old t-shirts into repurposed accessories — like flip-flops or beach bags — through Gap’s Facebook page. Styld.by, launched earlier this year in cooperation with fashion blogs, allows users to ask partnering blogs and sites to curate their own looks using key Gap’s new summer tees.

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

GAP   Summer 2012 Collection Be Your Own T | Campaign

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