Aurora James Stars in Gaps Spring 2021 “Technology Good” Marketing campaign – Footwear Information
Gap is highlighting today’s change makers with the brand’s new spring campaign.
The campaign, called Generation Good, aims to strengthen the voices of a “collective of unique individuals who act as forces for good”. The designer Aurora James belongs to this group. The creative director and founder of Brother Vellies is called “Generation Good” not only because of her influence on the fashion industry, but also because of her activism with 15 percent promises.
Last year, James, named Person of the Year at the 2020 FN Achievement Awards, launched the 15 percent pledge amid ongoing protests against racism and police brutality, urging major retailers to dedicate at least 15% of their shelf space to black-owned of companies. Gap joined the 15 percent pledge earlier this month with Kisha Modica, director of equality and inclusion at Gap Inc., saying, “As we strive to create a culture of inclusion and belonging for all, we are excited to Working Together with the 15 Percent Promise Accelerate our engagement to improve access and opportunities for Black and Latin American communities. “
With regard to “Generation Good”, the campaign also highlights those who “act according to the common values of inclusion, diversity, sustainability and community”. “These trailblazers are changing the paradigm and driving real change in the way we show, represent, listen and learn across generations. By establishing ideals and creative expression, Generation Good inspires the good in us all and works together for a better future. “
James plays the main role in the campaign – as photographed by Mark Seliger – and poses in a white button-up, combined with a classic denim jacket, blue jeans and pointed suede heels. The campaign covers Gap Adult and is a reinterpretation of the brand’s “Individuals of Style” campaign. The campaign also features Gap’s Generation Good collection, which will be released on March 22nd (World Water Day). The line will incorporate Gap’s most sustainable foundations to date.
“Gap was founded with the goal of doing more than just selling clothes,” said Mary Alderete, global director of Gap marketing, of the campaign. “Generation Good reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world, and that is exactly what Generation Good intends to do. “
In addition to James, tattoo artist Dr. Woo, skater Evan Mock, award-winning chef Kimberly Drew, and transgender youth activist Rebekah Bruesehoff starred in the campaign.