Gap announced the launch of its 'Archive Reissue – Logo Remix,’ apparel collection highlighting its almost 50-year-old brand via a remix of the Thompson Twins' 'Hold Me Now' and a music video.
To launch the collection, Gap collaborated with director Tabitha Denholm, who has directed music videos for Florence and the Machine, Haim and Jessie J, along with performance and Movement Director Tanisha Scott, who is best known for her work with Beyoncé, Drake and Rihanna, to create the ‘Logo Remix’ film.
The film brought together, according to Gap, some of the “leading culture remixers in a moment of joy evoked through music and movement by paying homage to the nostalgic Gap ads of the past with a modern, remixed twist. While Tabitha used motion control video techniques to play with space and perspective, Tanisha choreographed a dance sequence that Includes Remixed Versions of unforgettable group dances including 'The Wobble,' 'Cha Cha,' and 'Kid-n-Play.'"
‘Logo Remix’ features a global cast of talent, including Grammy-nominated singer-songwriter SZA and and producer Metro Boomin, the latter who remixed iconic 80s anthem ‘Hold Me Now’ by British band the Thompson Twins. Other talent includes actors and musicians such as Awkwafina, Bria Vinaite, Connor Franta, Maya Jama, Miles Heizer, Naomi Watanabe, and Sabrina Claudio.
The Madbury Club: GAP '‘Archive Reissue – Logo Remix''
“Following the strong consumer and social interest in our '90s Archive Reissue’ from last year, we are launching the Logo Remix collection by looking forward at the talent who are reshaping and remixing culture in their own way,” said Craig Brommers, chief marketing officer for Gap. “Gap is always one to celebrate and bring culture to the mainstream and what better way to do this and highlight this group of global individuals.”
To celebrate its evolution, the ‘Logo Remix’ collection includes signature Gap styles, including tees, sweatshirts, and rugby shirts, thoughtfully designed with logos from throughout the decades. The track went live for streaming on Spotify and Apple Music late last week.