• Brandweek, Wednesday, August 1, 2007 10:15 AM

The Gap's latest campaign reunites the apparel retailer with photographer Annie Leibovitz, just as the struggling chain taps a new CEO. The work, via Laird + Partners, features black-and-white photos of celebrities, world-famous wearing the company's fall fashions. "They've never done a range of classic items that have been updated," says Trey Laird, president of the independent shop.

"You could take something as simple as a sweater vest, but when you see it on John Mayer, it's fresh and new." The campaign is set for September issues of mags like Vogue, Vanity Fair and Lucky. It is backed by in-store, online, outdoor and direct mail efforts.

Says Jacquie Lenart, Gap's vice president of marketing: "We want to reinvent classics that are true to the Gap heritage, and wanted to focus as much on product as well as person." In June, Gap's sales fell 4%, continuing its steady downward trend.

Read the whole story at Brandweek »