Latest Gap campaigns celebrate young trailblazing activists, 'NXT GEN' and 'Generation Good'
Gap is celebrating a new generation of powerful activists and changemakers in a big, beautiful way.
The fashion retailer's latest "NXT GEN" campaign features an inclusive group of trailblazing teenagers who use their platforms to take action toward a brighter future.
Transgender youth activist Rebekah Bruesehoff, clean-water activist and philanthropist Mari Copeny and inclusivity activist Archie Eicher are among some of the stars of the brand's latest campaign.
Eicher is an activist with Down syndrome who has been known for breaking barriers and stereotypes placed on people with disabilities. Along with his family, he created the one-of-kind Sandal Gap Studio, a nonprofit organization in Houston for artists of all abilities that celebrates inclusion, equality and unity through art.
He was photographed by Dani Brubaker alongside his sister Sevy Eicher.
"Gap is committed to amplifying these young leaders on the forefront of change with voices advocating for everything from racial justice, climate action, gender equality and beyond," the brand said in a statement.
For Gap’s adult "Generation Good" campaign, directed and photographed by Mark Seliger, skater Evan Mock, tattoo artist Dr. Woo and Black Future co-editor Kimberly Drew are among many of the creatives featured.
"Gap was founded with the mission to do more than sell clothes," said Mary Alderete, Gap's global head of marketing, in a statement. “Generation Good reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world, and that’s exactly what Generation Good is up to.”
Another standout from the collective includes Aurora James, founder of Brother Vellies and the 15 Percent Pledge. The fashion designer created this platform demanding major retailers commit 15% of their shelf space to Black-owned brands. This initiative followed the social justice uprising and aftermath of George Floyd's killing in 2020.
"Gap is committed to positive change," James said in a statement. "As we announced earlier this month, Gap and Gap Inc. will accelerate their representation commitments by taking the Pledge, and becoming an advocacy partner, aligning with the Pledge's mission of creating a more equitable industry. Gap is being the change for good, and I'm proud to play a part."
Gap Inc. is also making a $200,000 donation to the 15 Percent Pledge to increase programs that include internship, externship, apprenticeship and training.
The Generation Good clothing collection is slated to launch on World Water Day (March 22) and will include a lineup of sustainable, environmentally conscious products.
