Every other brand on the internet, take note: this is how you do a fashion campaign. Last week, Gap introduced their newest initiative, GENERATION GOOD, a community of innovators and culture-shifters, who are each doing their own part to create positive change and acceptance.
Fitted in a fresh collection of easy, wearable basics, these writers, artists, designers, and activists are sharing their stories, using Gap's national reach to project their message to the masses.
The group of change-makers stars talent like Aurora James, founder of viral accessory brand Brother Vellies and the 15 Percent Pledge, Mari Copeny AKA @littlemissflint, an activist fighting to restore clean water in the Michigan town, and Jahkil Jackson, advocate and founder of Project I Am.
"Gap is committed to positive change. As we announced earlier this month, Gap and Gap Inc. will accelerate their representation commitments by taking the Pledge, and becoming an advocacy partner, aligning with the Pledge’s mission of creating a more equitable industry," Aurora said in a press release. "Gap is being the change for good and I’m proud to play a part."
In addition to their diversity efforts, the namesake collection is one of the most sustainable collections ever to hit Gap stores. Bringing "good" to every corner of the brand, the new line is made of organic and recycled fabrications, and uses less waste, less water, lower emissions, better materials, and support for workers in production.
From environmental impact to social change, this is how it's done.
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