Khakis with attitude? According to Gap, this Herculean feat is possible. The company recently announced:
Just in time for spring, Gap introduces “khakis with attitude”—an integrated marketing campaign that features khakis and stars a talented cast of actors and models. This season at Gap, khakis have a lighter look, mood and style than ever before. Piece after comfortable piece, these khakis will give you the freedom to lighten up, kick back and get ready for spring.
This campaign comes after news of Gap’s decline. As the The Philadelphia Inquirer reports:
In the last few years, Gap has been replaced by other specialty stores, whose styles were very similar to Gap’s. Abercrombie & Fitch and American Apparel offered the same basics, but their advertisements featured waiflike models in often-provocative poses.
If Gap is attempting to reclaim turf, they might want to rethink shooting their “khakis with attitude” line:
Shot by acclaimed photographer Mikael Jansson, Gap’s spring print campaign features Gap’s new “khakis with attitude” in a series of laid-back images. The ads are shot against a faded khaki backdrop capturing the light, relaxed mood of the season.
Hmm . . . khaki clothes against a khaki backdrop screams Department of Motor Vehicles photography, not something edgy. If their competitors’ ads feature scantily clothed youth, Gap better step it up a notch.
This article from the Village Voice Archive was posted on February 7, 2007