Gap is a quintessentially American brand—credit it in part to its major emphasis on denim or the fact that you can hardly pass a single mall in the U.S. without seeing one. But for Gap’s latest project, the brand tapped someone who not only brings a foreign point of view but is also about to have a massive (even more so than currently) global presence in fashion, as the newly appointed editor in chief of Vogue UK. Of course, we’re referring to Edward Enninful.
Gap tapped Enninful to direct its new “Bridging the Gap” video, showcasing the brand’s classic—and all-American-looking wares—on a diverse cast of stars and social-change makers. Think Priyanka Chopra, Yara Shahidi, Christie Brinkley, Maria Borges, Fernanda Ly, and Wiz Khalifa, among others.
“I aimed to capture the spirit of American optimism and the idea of the American dream—an optimistic dream of opportunity, individuality, freedom, and the embodiment of one living their truth,” Enninful told us about his new project—possibly one of his last before he takes the helm at Vogue UK in August. “I think of the white T-shirt as a blank canvas—eternally versatile. It can be worn by anyone regardless of age, gender, or personal style and can be tailored, dressed, accessorized, customized, and styled to reflect the individual wearing it.”
And while Ghanaian-born Enninful is absolutely no stranger to American fashion—he most recently, and famously, was the fashion director of W—he also shed light on how a brand like Gap translates to a British perspective. “Growing up in England, I always liked the idea of the American dream and American optimism, which are ideals that can be applied globally—all people are created equally—the idea that with hard work and determination, anyone can achieve their goals, regardless of age, sexuality, gender, religion, nationality, or class. I think this is a philosophy Gap has always supported and something we can all relate to.”
As for Enninful’s next steps, well, we’ll all have to patiently wait to see what he brings to the publication. “It is now more important than ever that we raise our voices in a conversation which both advocates and celebrates diversity and hope for the future,” he advised us. And for sure, we know this crossover of style and social impact are going to be a big part of Vogue UK’s new direction.
Take a look behind the scenes of the Enninful-directed Gap video below.
Up next: Catch up on what everyone was wearing at the CFDA Awards last night.