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Images from Gap's fall campaign have been released and the retailer is encouraging consumers to stop caring about what they wear, which sounds an awful lot like a capitalization on normcore. The tagline for the fall campaign is "dress normal" and the celeb-heavy ads have slogans like "dress like no one's watching" and "let your actions speak louder than your clothes."
It seems counter-productive coming from a major clothing company, but Gap executive Seth Farbman is confident in the campaign's selling ability. "We wanted it absolutely to be a provocation— what does 'Dress Normal' mean to each individual?" Farbman told Buzzfeed. "I think that certainly when it's paired with photography and paired with some of the headlines, people will understand that it's about dressing the way you want to."
The ads feature Girls' Zosia Mamet, Mad Men's Elisabeth Moss, The Hunger Games' Jena Malone, True Blood's Luke Grimes, and Boardwalk Empire's Michael K. Williams and Anjelica Huston, all doing their best impressions of dressing normal.
Michael K. Williams and Anjelica Huston for Gap. Image via Buzzfeed
Anjelica Huston for Gap. Image via Buzzfeed.
Michael K. Williams for Gap. Image via E!
Elisabeth Moss for Gap. Image via E!
Jena Malone for Gap. Image via E!
Luke Grimes for Gap. Image via Gap PR