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Gap Puts a Nail in the Crazy Denim Coffin

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Dree Hemingway in the "Back to Blue" campaign, courtesy of Gap
Dree Hemingway in the "Back to Blue" campaign, courtesy of Gap

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Last week, we heralded the arrival of Madewell's denim makeover as the top contender to fill the decade-long dearth of cool, affordable, and high-quality jeans. And while Madewell trumpeted its pricing, we couldn't help but notice that their new offerings—mostly simple, classic blues—were a departure from the wilder styles of seasons' past. In the latest brand revamp news, Gap has planted its own denim-industry stake with the "Back to Blue" campaign. Using these industry heavyweights as a market weather vane, the future of your pants is clear: brightly-colored, busily-printed, and all-around cray denim is dead.

Colors and patterns are still somewhat present on Gap's website, but it's the blues, as well as classic brand items and chambray shirts, that are highlighted. What's more, Gap is calling the "Back to Blue" campaign the "broadest-reaching campaign in the company's modern history," running the gamut of "print, outdoor, direct, social, in store, digital and a return to TV."

The turn is a long time coming, but the timing makes sense. The company is about a year out from welcoming its fresh creative director, Rebekka Bay. And considering all the brand makeovers going around, there's no time like the fall season to go back to basics.
· Gap Brands Take the 'Make Cute Shit' Approach to Revamp [Racked]
· Madewell Steps out of J.Crew's Shadow With Affordable Denim [Racked]