Gap celebrates shared freedom in new China campaign

Central to the campaign, developed by Y&R China, are images by the renowned fashion photographer Annie Leibovitz of the coming together of Western and Chinese icons who symbolise freedom, individuality and optimism.

The pairings are presented under three themes: directors, entertainers and photographers. In the latter, Leibowitz appears alongside her Hong Kong contemporary Wing Shya; under ‘entertainers’, US R&B star Usher appears with Taiwanese pop idol Jolin Tsai; and the film director Barry Levinson is featured next to acclaimed Hong Kong counterpart Johnny To.

According to Grace Wong, senior director and head of marketing for Gap China, the campaign is an evolution of the brand’s heritage. “Gap has always been a supporter of self-expression and embracing one’s individual style. Many of our past campaigns have celebrated this,” she said.

Nils Andersson, the agency’s chief creative officer, added that the campaign was particularly relevant given the importance of the relationship between China and the US, and the role of the youth in both countries in building it.

Gap operates four wholly-owned stores in Beijing and Shanghai, as well as an online retail service.

The Campaign will run until mid-March.