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.
Launched in over 25 markets around the world, the collection, and supporting campaign, is rooted in the same core values that the 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at skateboarding, drumming, robotics and entrepreneurialism, by being true to themselves, regardless of naysayers or outdated stereotypes.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 launched 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.
Gap Philippines also have its own GapKids X ED girl heroes featuring seven young girls who have exhibited talent at painting, photography, gymnastics, golf, tennis, and softball.
First on list are both young painters who have shown their unique creative geniuses at a young age, Amanda Francisco and Maxine Eduque.
In fact, Amanda who just recently exhibited her artworks at a group show in LRI Design Plaza.
Fashionista Lens Girl, Rocio Trillo, focuses her lenses in capturing fashion at a young age of 11 and Mia Gosiengfiao who have won a gold medal at the 2014 Philippines Cup and Prime Cup in Singapore in gymnastics. Annyka Cayabyab is on the rise in the international golfing scene as she wins various tournaments around the world such as last year’s Future Champions of Golf International Junior Golf Championships held in San Diego, California. A passionate and competitive tennis player Yana Po
and a softball player, Martine Francisco, who’s a part of the Asia Pacific-Team 2015, Little League Softball World Series and Philippine team who competed in the 2015 Asia-Pacific League Girl’s Fast-Pitch Softball Regional Tournament in Guam.
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. The collection prominently features a piece of iconography: 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. 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.”
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, Gap is partnering with select girls’ organizations that share a commitment towards girls and women, including Girls Inc. (North America) and CARE (UK & Japan).
The limited edition collection will be available starting September 2015 at Gap Shangri-La Plaza and Central Square, Bonifacio High Street in the Philippines. Further details on the campaign can be found at www.gap.com.
In the Philippines, Gap is exclusively distributed by Casual Clothing Retailers, Inc. (CCRI), a member of SSI Group, Inc., and is located at Central Square in Bonifacio High Street, Estancia Mall in Capitol Commons, Eastwood Mall, Glorietta 4, Shangri-La Plaza, TriNoma, Robinson’s Magnolia, SM Mall of Asia, SM Megamall, Alabang Town Center, Ayala Fairview Terraces, Ayala Center Cebu and Abreeza Davao. Visit www.ssilife.com.ph for more information.
