The Early Bird: Gap Just Wants You to Look Normal

Working in fashion gives one a really skewed perception of what exactly dressing “normal” means. To the sartorially-savvy folk, normal can extend from anything involving a pair of high heels, an A-line midi skirt, and a crop top (hello, NYFW editor uniform), or edgy asymmetrical cutouts. “Normal” (or anything remotely resembling it) doesn’t exist in a fashionista’s dictionary.

However — and I might be in the minority here — my very favorite outfits are my off-duty looks. I’m all about a great skinny jean, a pair of flats, and a relaxed fit tee. Sure, heels are great (as are midi skirts), but those are high maintenance items that, chances are, you probably don’t find all that comfortable to begin with. Comfort aside, the items I feel sexiest in are usually just garments I haphazardly threw on and feel okay with getting dirty or torn.

Gap seems to have tapped in to New Yorkers (and, uh, fashion fans’) inability to dress casually, and has debuted a campaign targeted to remedy that serious ailment. Dubbed “Dress Normal”, the campaign will premiere in the fall and will feature Girls’ Zosia Mamet, Man Men‘s Elizabeth Moss, Boardwalk Empire‘s Michael K. Williams, and grand dame Anjelica Huston trying to convince us that normal is the new black.

So, what does “normal” entail, exactly? For Gap, it involves a black leather jacket draped easily over a tailored white button down. It also translates to black denim jackets, relaxed floral print dresses, and even a quintessential trench coat.

This isn’t the first time Gap introduced such a buzz-worthy campaign. Last fall, the all-American retailer ran a denim-focused campaign called “Back to Blue”, while this spring was all about the “Lived In” theme. The brand is building on the momentum it enjoyed since the spring of 2012, and with campaigns like there, it looks like that consumer love isn’t going anywhere.

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