Fashion brand Gap has unveiled its spring 2022 campaign visuals featuring world-renowned guitarist MIYAVI and his family, as well as sisters Schadaraparr, Go Atsushi Maeda, Rina Fukushi & Mari Fukushi. The campaign will be rolled out as needed at Gap stores nationwide, official online stores, social accounts and other digital media.
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Mika Ninagawa expresses the appeal of evolved American casual with iconic GAP items that match each individual’s personality.
This campaign visual for GAP, a global casual brand from San Francisco, USA, was shot by photographer and film director Mika Ninagawa under the theme ” The New ’90s.
The cast includes artist MIYAVI, his wife Melody, and their three children, hip-hop group Schadaraparr, actor Go Atsushi Maeda, and model sisters Rina and Mari Fukushi. Each of them wore GAP’s iconic denim, T-shirts, sweatshirts, and other items to showcase their ever-evolving American casual style. The visuals bring out the individuality of the performers in Mika Ninagawa’s worldview. Also noteworthy is the parent-child link-up coordination of MIYAVI, who is appearing with his eldest son for the first time.
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MIYAVI Comment
MIYAVI said, “This was a rare experience for me to work with my family on a GAP campaign, as it was a family shoot offer. We spend a lot of time at home during the Corona Disaster, so we enjoyed music together as a family and once again realized the importance of the family bond. Mika Ninagawa is a friend of mine whom I respect and admire, and as a mother of a family, I thought she would be able to capture the charm of the gap. I think it is very important and wonderful that both parents and children can enjoy fashion together. We had a lot of fun as a family, including my eldest son, who was making his first official appearance.”
Schadaraparr Comments
I was shocked to find out that the 90’s was already 30 years ago. I was shocked to realize that the 90’s were already 30 years ago, but when you’ve been dressing the same way for so long, sometimes the trend just clicks, and for the umpteenth time, the timing is right again! I used to wear a lot of GAP, especially in the early 90’s, and every time I went to the U.S. I would buy from GAP in New York when they didn’t have stores in Japan yet. They have items in silhouettes and colors that were hard to find in Japan at the time, and they have many simple items that we like, so they are still a very useful brand.”
Go Atsushi Maeda comments
I was born and raised in the U.S., and GAP is a brand that is so close to me that I have grown up with it since I was a child, so I was happy when I received the offer. I think it is an attractive brand with simple designs for everyone from small children to adults, and it is easy for anyone to pick up. I usually love sweatshirts, so I really like the sweatshirt coordinate I wore for the shoot.”
Rina & Mari Fukushi Comment
We were honored to be photographed together by Mika Ninagawa, and since GAP has been a staple brand for our family shopping trips since we were kids, we were very happy to be featured in the campaign as sisters.”
