The Gap ads had me feeling a whole lotta perplexed last night as I made my way to their gridlocked, tourist-trapped trenches on 34th Street. I work on 26th so this GAP felt like a hop and a skip, without the jump. I went looking for the perfect denim jacket at the perfect price but ended up scratching my head a thousand and one times. The tagline to 'Dress Normal' emblazoned proudly across the glossy ads, featuring the likes of Anjelica Huston and Michael K. Williams.
Dress normal? Why in the world would this be their new attempt to capture ADD-ridden consumers in the digital age? No shade to Gap as I've spent a pretty penny there unearthing hidden treasures in their Sale section but these campaigns just seemed dead wrong. It's 2014. Who wants to be normal? We have Man Repellers skating around the city in clod-hopping shoes and garments that scream with style. We have street style stars unabashedly adorned in the most zany of zany runway looks without the blink of an eye. We have Lady Gaga for Christ sake. This is the time to dress with unapologetic pizazz. This is the time to dress with the same fearlessness as Katniss Everdeen. This is the time to piss off grandma.
From a style and marketing standpoint, I didn't get why Gap would be pushing this message. But then I did my blogger due diligence and found this on AdWeek : "'Dress Normal' boldly instructs individuals to shape their own authentic, personal style—and intentionally challenges every one of us to dress for ourselves." It took me a minute to process and then EUREKA! Gap is actually championing every sentiment I am exploring in this blog post. They are pushing an idea of redefining what normalcy is and capitalizing on how an individual can explore themselves through their clothes and their vision of 'normal.' It's really quite genius. I squealed like a drunk guinea pig and simultaneously gave them a Standing Ovation. It was awkward.
This idea of redefining normal is the basis for today's Outfix (your daily fix of outfit inspo, in case you so forgot). Nix the done-a-zillion-times LBD and opt for a jet-black skirt and a rustically-charming cargo jacket for a night out. Pair with a sensational DANNIJO sparkler, a neon YSL bag that screeches 'look at me! I am fashion!' and strappy heels that could remove the eye of an aggressive cat-calling construction worker. You're welcome. Shop below:
Jacket by Barbour, $623 (similar for under $70 here) / Skirt by Isabel Marant, $505 / Necklace by DANNIJO, $770 (similar for under $50 here) / Handbag by Saint Laurent, $1,490 (similat for $120 here) / Heels by Zara, $60