On October 13, Gap introduced Gap (PRODUCT) REDTM – a new, limited collection of clothing and accessories for men and women designed to help eliminate AIDS in Africa. As part of Gap’s global partnership with (PRODUCT) RED, half of the profits from sales of the Gap (PRODUCT) RED Collection will go to The Global Fund to finance programs that help women and children affected by HIV/AIDS in Africa.
"I think it’s great that Gap is participating in this campaign, leading the way and giving back in a way that is all too necessary and overdue. This is such a great way to merge fashion and activism," said Don Cheadle, actor and activist featured in the new Gap (PRODUCT) RED ad campaign. "Hopefully this campaign will help people educate themselves and get them interested about what’s happening in the world beyond our own borders. I hope that other companies can look to this campaign as an example for what they can do."
Founded by Bono and Bobby Shriver, (RED) is a groundbreaking initiative that marries the private sector of business with the buying power of the public in an effort to generate a sustainable flow of private sector funds towards the fight to eliminate AIDS in Africa. To do this, (RED) will harness the power of some of the world’s most iconic brands including Gap, Converse, Emporio Armani and Motorola – the first companies to partner with (RED).
“Gap is proud to be a partner of (PRODUCT) RED and we are truly honored to be a part of something as critical as eradicating AIDS in Africa,” said Cynthia Harriss, president of Gap Brand North.
To celebrate the introduction of the Gap (PRODUCT) RED Collection, Gap is launching a powerful new advertising campaign featuring an incredible cast of celebrities photographed by renowned photographer Annie Leibovitz. The campaign consists of compelling images of Steven Spielberg, Jennifer Garner, Chris Rock, Penelope Cruz, Christy Turlington, Don Cheadle, Mary J. Blige, Dakota Fanning and Apolo Ohno. Each image features a celebrity wearing their favorite Gap (PRODUCT) RED item in a way that expresses their individual style. To help capture the emotion of the shot, the images include a corresponding tagline incorporating the word “(RED)” – such as ADMI(RED), INSPI(RED), CENTE(RED) and UNCENSO(RED). From Chris Rock’s humorous expression reinforced with the tagline UNCENSO(RED) to Mary J. Blige’s soulful glance accompanied by the tagline EMPOWE(RED), the ad campaign captures a range of commanding emotions. The campaign spreads also feature a poignant phrase that emphasizes the significance of contributing to the Global Fund by buying Gap (PRODUCT) RED items – it reads “Can a T-shirt Change The World? This One Can. All Gap (PRODUCT) RED clothing is designed to help eliminate AIDS in Africa.” Developed by Laird+Partners, Gap’s creative agency, the print campaign will run in November issues of national magazines including Vanity Fair, Vogue and O, The Oprah Magazine.
Gap (PRODUCT) RED items range in price from $1 to $350 and include graphic T-shirts ($28) and tote bags ($45) for men and women, skinny jeans with red stitching for women ($150) and leather jackets for men ($350). A vintage-style T-shirt from the collection is being manufactured in Lesotho, Africa from 100 percent African cotton. The T-shirt is made for both women and men and will be available in red, as well as a range of other classic colors. Additionally, three limited edition Converse (PRODUCT) RED Chuck Taylor® All Star® canvas high top shoes, in red, white and black ($47), will be available exclusively in select Gap locations nationwide beginning October 13.
As part of its (PRODUCT) RED collection, Gap is also introducing a book entitled Individuals: Portraits from the Gap Collection – 100 percent of Gap’s profits from the sale of the books will benefit The Global Fund. Individuals is a stunning tribute to the people who have shaped our cultural landscape and the style they espoused in the process. The books will be available in both hard ($150) and soft cover ($35) and come with a limited edition CD containing fifteen of the most memorable songs featured in Gap ads.
The full Gap (PRODUCT) RED collection will be available exclusively in select Gap adult stores in the U.S., Canada, U.K., France and Japan and online in the U.S. at gap.com. In stores, the Gap (PRODUCT) RED collection will be displayed in a distinct shop-in-shop boutique.
Gap Inc. has been investing in Africa through product production, which was established there nearly ten years ago. Additionally, Gap Inc. supports Apparel Lesotho Alliance to Fight AIDS (ALAFA) – a pilot project recently launched by ComMark Trusts that provides HIV/AIDS education and testing for factory workers. The company is also working with the World Bank to develop a training center to improve factory conditions in Lesotho, a key sourcing market in Africa for Gap Inc.
Via: (Gap, Inc)