Did Gap Do More Harm Than Good With #Dressnormal?
Gap hasn't shied away from making a statement. Last year, its #makelove campaign promoting diversity featured a Sikh model and a gay couple, among others, repping the brand, which stood its ground against a bigoted backlash. But these days Gap seems a little lost with its #dressnormal campaign. With several print, digital and social elements, the campaign for banality has been aggressively promoted online, as well as experientially in pop-up shops as part of the "Dress Normal Project" in five cities. But the campaign doesn't appear to have the intended result on sales.