Gap catches logo fever with new collection

Gap is celebrating its iconic logo and heritage with a brand new fashion collection.

Dubbed the Gap 'Archive Reissue - Logo Remix,' the collection comprises signature menswear and womenswear styles from the US label featuring its evolving logo throughout the decades. 

To mark the launch, the brand has teamed up with a group of "culture remixers" from the worlds of music, acting, comedy and activism on a dance-filled campaign directed and choreographed by Tabitha Denholm and Tanisha Scott respectively. The influential "remixers" include Grammy-nominated singer Sza, chart-topping producer Metro Boomin (who remixed the music for the film), actress Bria Vinaite, TV presenter Maya Jama and YouTube star Connor Franta, alongside several others.

"Following the strong consumer and social interest in our ''90s Archive Reissue' from last year, we are launching the Logo Remix collection by looking forward at the talent who are reshaping and remixing culture in their own way," said Gap chief marketing officer in a statement.

The 'Archive Reissue - Logo Remix' collection launches on Gap.com on January 27 and in select Gap stores globally beginning January 29. The brand is also releasing a 'Limited Edition Logo Remix' capsule of 30 unique pieces, made by deconstructing and remixing vintage Gap logo sweatshirts and tees from the label's archives.

The campaign is the latest in a string of musically-focused commercials from Gap, whose ‘Meet Me In the Gap' campaign series starred popstar Cher, rapper Future and Actress and singer Janelle Monáe in 2017.