NEW YORK – August 18, 2015 – GapKids has partnered with ED, Ellen Degeneres’ new lifestyle brand to launch GapKids x ED, a limited edition apparel collection and campaign that encourages girls everywhere to be themselves, do what makes them happy and take pride in who they are.
Launching today in over 25 markets around the world, the collection, and supporting campaign, is rooted in the same core values that Gap brand has stood for over the past 45 years. Individualism and liberation that comes from confidently being your most authentic self are core values Gap shares with American comedian, talk show host, producer, writer and actress, Ellen DeGeneres.
The GapKids x ED campaign features six young girls who have excelled at skateboarding, drumming, robotics and entrepreneurialism, by being true to themselves, regardless of naysayers or outdated stereotypes. These girls, Alexey, Relz, Ryann, Bellatreas, Torrae and Asia, ranging in age from 7 to 12, star in the anthem film and campaign images which all provoke a feeling of strength, empowerment and pure enjoyment. Whether it is the desire to help others like Torrae who builds robotic hands for kids who need them or Alexey’s love for music and her incredible drumming skills, the campaign celebrates girls of all talents for being who they are. The print ads, which launch in August across the United States, Canada, United Kingdom, China and Japan, as well as select international franchise markets, feature the hero campaign “selfie” image of Ellen with the six girls. In addition to print, the campaign spans outdoor, mobile, direct, social, in store and digital.
Well beyond stores, Gap is aiming to create an environment of positive social engagement. Using the hashtag #heyworld followed by a name, a girl’s friend, mother, father or mentor can issue a call to action for social messages of encouragement and love to any girl in need of positive support, cheering her on through the power of positive words. In addition, there will be a texting opportunity to receive inspiring and encouraging messages from Ellen DeGeneres herself.
The GapKids x ED collection is built on Gap’s most loved wardrobe staples, but with an impactful twist, for girls and a selection for boys and adults as well. The collection prominently features two pieces of iconography: the lightning bolt, a symbol of empowerment, and the speech bubble, a symbol of self-expression. Both the speech bubble and lightning bolt are inscribed throughout the collection including Graphic T-Shirts for Girl’s and Boy’s ($24.95), the Girl’s Quilted Speech Bubble Bomber Jacket ($49.95), and the Adult Zip-up Sweatshirt ($49.95), among other apparel and accessories. The entire family is invited to join in on the powerful dialogue and celebration of individuality.
“Partnering with Ellen DeGeneres represents a collaboration between two American style icons,” said Jeff Kirwan, Gap Global President. “Ellen has become a global symbol for inspiring her audiences and fans to take pride in who they are. This is a natural fit with the heritage of Gap, which has long stood for encouraging individualism. We are excited to launch this collection and at the same time come together to champion girls and boys to realize their potential.”
“I know from my own experience that nothing makes you feel better than being who you are and celebrating what makes you unique. I think if we shine a light on real girls doing incredible things, that’ll encourage other girls and boys to do incredible things,” says DeGeneres. “This opportunity to partner with Gap and my new lifestyle brand, ED, is the perfect way to celebrate girls just for being who they are; and to encourage them to unleash their passions; whether it’s math, soccer, singing, dancing, or simply singing while dancing in their bedroom.”
The collection also encourages kids to express themselves with self-customizable clothing and accessories that they can decorate freely using fabric or chalk markers. A variety of iron-on patches are available for purchase to personalize the customer’s favorite styles, like the iconic GapKids x ED Denim Jacket ($49.95). The entire collection of over 70 pieces consists of outerwear, sweatshirts, leggings, dresses, T-shirts and accessories that all add a fun and playful look to any wardrobe, with prices ranging from $6.95 to $49.95.
In keeping with Gap’s long term focus on youth culture, and the commitment to supporting social causes that allow women to seek out their full potential, we are partnering with select girls’ organizations that share a commitment towards girls and women, including Girls Inc. (North America) and CARE (UK & Japan).
Further details on the campaign can be found at Gap.com.
Gap is one of the world’s most iconic apparel and accessories brands and the authority on American casual style. Founded in San Francisco in 1969, Gap’s collections are designed to build the foundation of modern wardrobes – all things denim, classic white shirts, khakis and must-have trends. Beginning with the first international store in London in 1987, Gap continues to connect with customers online and across the brand’s about 1,700 company-operated and franchise retail locations around the world. Gap includes Women’s and Men’s apparel and accessories, GapKids, babyGap, GapMaternity, GapBody and GapFit collections. The brand also serves value-conscious customers with exclusively-designed collections for Gap Outlet and Gap Factory Stores. Gap is the namesake brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap, Banana Republic, Old Navy, Athleta and Intermix. For more information, please visit www.gapinc.com.
ED is an American lifestyle brand inspired by the iconic style, values and personality of founder, Ellen DeGeneres. With a passion for interior design, architecture and fashion, Ellen brings her unique vision to this beautifully designed, high quality collection of women’s apparel, accessories and decorative home. The lifestyle brand is real, accessible and every product feels like a personal connection between Ellen and consumers around the world. ED will be available exclusively on EDbyEllen.com.
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