Gap Taps Cultural Icons for Fall Campaign

The new campaign leverages the likeness of actress Selma Blair and U.K. artist Labrinth to help showcase a collection of apparel classics and seek out artists to reinvent its iconic logo hoodie.
Selma Blair sitting on a table

This fall, Gap is leveraging cultural icons to help showcase a collection of essential apparel classics.

The “Gap Icons” collection includes both reinvented classics in new proportions, organic fabrics made with more Washwell water-saving techniques (a sustainable denim wash program first introduced by the retailer in 2016) and a diverse cast of individuals who are shaping the culture through their own personal style and voice, according to a news release.

Debuted on Sept. 6, Gap's fall 2022 Icons campaign also aims to celebrate modern American optimism and what it means to be a true icon, which Gap describes as someone creating positive change by “being their truest self.”

Gap tapped actress and New York Times best-selling author Selma Blair, who lives with multiple sclerosis, and U.K. artist and humanitarian Labrinth, to star in the campaign. Gap selected its cast of Icons – which also includes American model and activist Cameron Russell and 23-year-old American stock car racing driver Toni Breidinger, based on their history using their platform and voice to push culture forward.

"At Gap, Icons are a symbol of timeless individuality, and there's nothing more iconic than shaping culture by amplifying your true self and talent." says Mary Alderete, global head of gap marketing, in the release. "We're excited to celebrate these Icons in our fall campaign as a diverse group of individuals, effortlessly styled in Gap updated classics, who are using their unique talents and abilities to better us all." 

The campaign was conceptualized by Gap global creative director, Len Peltier and directed by Koto Bolofo. “Styled in 90s loose organic cotton denim, big white shirts, cargo and pleated khakis, high-rise 70s flare denim and the classic Gap logo hoodie, the cast of Icons are featured in iconic Gap essentials made new again” using responsibly made fabrics and fresh proportions, per the release.

To support the September launch, Gap’s fall Icons campaign leveraged digital media, out-of-home advertising and activations on Gap brand channels.

In addition, the retailer also introduced the “Gap Logo Remix,” a project meant to punctuate its iconic logo hoodie and continue its commitment to amplify artists. The project launched concurrently with the Gap Icons campaign, inviting artists to design a new unique Gap logo.

Through customer voting, the top three designs will become Gap NFTs and physical hoodies that will be sold on This extends Gap's journey in both the metaverse and physical worlds, following brand releases and experiences with Dogami and Club Roblox, in addition to gamified NFT collections with artists including Demit Omphroy, Dapper Dan and Frank Ape.