Who is Gap? No, really. This question surely has been at the forefront of considerations for its parent company Gap, Inc. as this American heritage brand has attempted to differentiate itself in a marketplace dominated by giants of fast fashion. The Spring 2017 advertising campaign for Gap by photographer Tyrone Lebon goes a considerable distance in answering this question of identity through its unquestionably diverse, but, equally importantly, relevant casting which includes amongst others Grace Elizabeth and Aiden Curtiss. “I am Gap,” reads the copy to the print version of the campaign (pictured), the simplicity and directness of which resonates deeply with this brand’s legacy. Grace and Aiden are natural beauties, which in this simple, yet timeless and elegant treatment is positively resounding. To return to the initial question, there is but one answer, they are Gap.

Credits include: Client, Gap; Campaign, Women’s Spring / Summer 2017; Photography, Tyrone Lebon; Art direction, Brynn Heminway; Styling, Beth Fenton; Hair, Duffy; Makeup, Mel Arter; Casting, Angus Munro and Noah Shelley at AM Casting.

Grace Elizabeth for Gap Spring 2017 (Photography: Tyrone Lebon)

Grace Elizabeth for Gap Spring 2017 (Photography: Tyrone Lebon)

Aiden Curtiss for Gap Spring 2017 (Photography: Tyrone Lebon)

Aiden Curtiss for Gap Spring 2017 (Photography: Tyrone Lebon)