Gap: Before They Were Mine
Brand
Date
Sep 2025
Description
Gap’s 'Before They Were Mine' project presents a series of portraits within the high street fashion space. Shot by photographer Erika Long, the campaign leans into a minimalist aesthetic, utilizing a neutral, seamless studio backdrop to focus on garment construction and fabric texture. The series features models in coordinated denim looks, ranging from dark indigo raw denim sets to light-wash, relaxed-fit pairings. Using soft, diffused lighting and a commercial approach, the imagery highlights the structural qualities of the collection through dynamic, fluid poses and clean framing.
Style
Vertical, Commercial, Clean
Techniques
Soft Light
Industries
Color
Denim
Background
White Seamless
Context
Advertising Campaign
Associated creatives
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