The Gap's Holiday Shopping Guide Uses Sweaters as Instruments

By: Laura McQuarrie - Nov 8, 2014
References: gapgiftguide & psfk
Now that November is well underway, the Gap has released its holiday shopping guide, which takes the form of an augmented reality experience that calls for people to 'Play Your Stripes.'

The experience was developed in a collaboration with artist Blood Orange and it has web shoppers activate their webcams in order to strum sweaters. This way, shoppers are able to create their own versions of 'It It What It Is' by Blood Orange. On top of the garments being animated in this way, the campaign also features several short films revealing the secret lives of gloves and leggings. Since some of the first Gap stores sold both jeans and records, this is a fun way to go back to the brand's roots by combining fashion, music and shopping.