Individuals: Portraits from the Gap Collection



One of the most enduring and innovative advertising campaigns of recent times came from the Gap, the now-ubiquitous clothing store that began in 1969 as a single shop on San Francisco’s Ocean Avenue. The 1987 financial crisis had made 1988 a difficult year for the rapidly expanding company. The Gap responded with its game-changing “Individuals of Style” campaign, featuring Vanity Fair-quality portraits of people from all walks of fame wearing the Gap’s pocket tee shirts. This book is a retrospective of those ads, shot by top photographers such as Annie Leibovitz.

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