Banana Republic Debuted 'Color-full' Campaign for Black History Month
Grace Mahas — January 30, 2020 — Social Good
References: prnewswire & retaildive
In anticipation of Black History month, Gap Inc.'s Banana Republic brand launched a new ad campaign called 'Color-Full' that celebrates people, style, and community using the lens of black artists including Koto Bolofo, Melodie McDaniel and Campbell Addy. At the center of the campaign are two films embracing a message of hope and persistence, the first showcasing dancer, movement artist, and director Jon Boogz and the second profiling poet, screenwriter, spoken word artist, and TED Talk speaker Chinaka Hodge.
"This campaign was such a special project for us," says Banana Republic Creative Director, Len Peltier. "We were able to collaborate with inspired creatives, whom we've worked within the past and consider friends, to authentically share our brand ethos through their personal stories and craft as artists during Black History Month."
In addition to these powerful messages, the brand also debuted its Spring 2020 collection that includes new styles and colors to Banana Republic's True Hues capsule -- an inclusive line of nudes made for every skin tone.
Image Credit: Banana Republic
"This campaign was such a special project for us," says Banana Republic Creative Director, Len Peltier. "We were able to collaborate with inspired creatives, whom we've worked within the past and consider friends, to authentically share our brand ethos through their personal stories and craft as artists during Black History Month."
In addition to these powerful messages, the brand also debuted its Spring 2020 collection that includes new styles and colors to Banana Republic's True Hues capsule -- an inclusive line of nudes made for every skin tone.
Image Credit: Banana Republic
Trend Themes
1. Inclusive Fashion - Opportunity for fashion brands to create inclusive lines of clothing that cater to a diverse range of skin tones.
2. Celebrating Diversity - Trend of brands collaborating with black artists to create campaigns that celebrate and acknowledge diversity and black history.
3. Authentic Storytelling - The use of personal stories and craft by artists to authentically share brand ethos and connect with consumers.
Industry Implications
1. Fashion and Apparel - Industry focused on creating fashion lines that are inclusive and cater to diverse skin tones.
2. Advertising and Marketing - Industry that collaborates with artists and creatives to create campaigns that celebrate diversity and tell authentic stories.
3. Film and Entertainment - Opportunity for filmmakers and artists to showcase diverse talents and stories that celebrate and amplify underrepresented narratives.
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