GAP

I Am Gap 
 

In Spring 2017, Studio At Large partnered with Gap to launch ‘I Am Gap’. Led by creative director Brynn Heminway and photographed by Tyrone Lebon, the campaign aimed to redefine Gap’s legacy of American casualwear by shifting focus from clothing alone to the people who wear it. At the heart of the campaign was a celebration of diversity not just in appearance — but in energy, expression, and identity.

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Rather than casting models to conform to a singular conceptual ideal, the campaign cast individuals — each with a story, a rhythm, a personal style. It was less about creating a uniform look and more about making space for people to show up as they are. In this way, diversity was framed not only in terms of race, gender, or age, but in the multiplicity of personalities and cultural references each person brought to the frame.
 

The campaign tagline — ‘I Am Gap’ — serves as a quiet manifesto. It flips the script: instead of dictating how to wear something, Gap gives you the canvas. The T-shirt, the denim jacket, the khaki pant — each classic piece (and the brand itself) becomes a conduit for individuality. A basic white t-shirt looks different on every body because it carries the imprint of the wearer: how they move, how they style it, how they live in it.  “Gap is for everyone” not because it tries to be everything, but because it becomes what each person makes of it. Tyrone Lebon’s photography underscored this idea visually — raw light, natural movement, real moments. The images didn’t project an ideal; they simply let people be. No filter, no facade.
 

At its core, I Am Gap was about possibility — the idea that identity isn’t fixed, but fluid. That you don’t have to fit in to belong. And that something as simple as a denim jacket can be a vehicle for expression, if the space around it is generous enough.
 

This was diversity not as a checkbox, but as a natural outcome of making space for real people. And in doing so, Gap returned to its roots — not just as a brand of basics, but as a brand that believes in the basic goodness of people.