GapKids Collaboration with Ellen DeGeneres and her Lifestyle Brand ED Hits Stores and Online Today
Gapkids X ED Is An Apparel Collection And Social Movement Designed To Help All Girls Realize They Have The Power To Do Extraordinary Things
GapKids has partnered with ED, Ellen Degeneres‘ new lifestyle brand to launch GapKids x ED, a limited edition apparel collection and campaign that encourages girls everywhere to be themselves, do what makes them happy and take pride in who they are.
GapKids x ED Campaign Image (PRNewsFoto/Gap)
ED is an American lifestyle brand inspired by the iconic style, values and personality of founder, Ellen DeGeneres. With a passion for interior design, architecture and fashion, Ellen brings her unique vision to this beautifully designed, high quality collection of women’s apparel, accessories and decorative home. ED will be available exclusively on EDbyEllen.com.
Launching today in over 25 markets around the world, the collection, and supporting campaign, is
Gap partners with America’s ambassador of individuality, Ellen DeGeneres, and her new lifestyle brand, ED, to celebrate girls being their own heroes (PRNewsFoto/Gap)
rooted in the same core values that Gap brand has stood for over the past 45 years. Individualism and liberation that comes from confidently being your most authentic self are core values Gap shares with American comedian, talk show host, producer, writer and actress, Ellen DeGeneres.
The GapKids x ED campaign features six young girls who have excelled at skateboarding, drumming, robotics and entrepreneurialism, by being true to themselves, regardless of naysayers or outdated stereotypes. These girls, Alexey, Relz, Ryann, Bellatreas, Torrae and Asia, ranging in age from 7 to 12, star in the anthem film and campaign images which all provoke a feeling of strength, empowerment and pure enjoyment. Whether it is the desire to help others like Torrae who builds robotic hands for kids who need them or Alexey’s love for music and her incredible drumming skills, the campaign celebrates girls of all talents for being who they are. The print ads, which launch in August across the United States, Canada, United Kingdom, China and Japan, as well as select international franchise markets, feature the hero campaign “selfie” image of Ellen with the six girls. In addition to print, the campaign spans outdoor, mobile, direct, social, in store and digital.
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection
The GapKids x ED collection (a small selection for boys and adults allows the whole family to join in the fun),with prices ranging from $6.95 to $49.95, features more than 70 pieces and includes outerwear, sweatshirts, leggings, dresses, T-shirts and accessories with a twist: two pieces of iconography — the lightning bolt, a symbol of empowerment, and the speech bubble, a symbol of self-expression. Both the speech bubble and lightning bolt are inscribed throughout the collection including Graphic T-Shirts for Girl’s and Boy’s ($24.95), the Girl’s Quilted Speech Bubble Bomber Jacket ($49.95), and the Adult Zip-up Sweatshirt ($49.95), among other apparel and accessories.
“Partnering with Ellen DeGeneres represents a collaboration between two American style icons,” said Jeff Kirwan, Gap Global President. “Ellen has become a global symbol for inspiring her audiences and fans to take pride in who they are. This is a natural fit with the heritage of Gap, which has long stood for encouraging individualism. We are excited to launch this collection and at the same time come together to champion girls and boys to realize their potential.”
“I know from my own experience that nothing makes you feel better than being who you are and celebrating what makes you unique. I think if we shine a light on real girls doing incredible things, that’ll encourage other girls and boys to do incredible things,” says DeGeneres. “This opportunity to partner with Gap and my new lifestyle brand, ED, is the perfect way to celebrate girls just for being who they are; and to encourage them to unleash their passions; whether it’s math, soccer, singing, dancing, or simply singing while dancing in their bedroom.”
The collection also encourages kids to express themselves with self-customizable clothing and accessories that they can decorate freely using fabric or chalk markers. A variety of iron-on patches are available for purchase to personalize the customer’s favorite styles, like the iconic (aforementioned) GapKids x ED Denim Jacket ($49.95).
Well beyond the stores, The Gap is aiming to create an environment of positive social engagement. Using the hashtag #heyworld followed by a name, a girl’s friend, mother, father or mentor can issue a call to action for social messages of encouragement and love to any girl in need of positive support, cheering her on through the power of positive words. In addition, there will be a texting opportunity to receive inspiring and encouraging messages from Ellen DeGeneres herself.
In keeping with Gap’s long term focus on youth culture, and the commitment to supporting social causes that allow women to seek out their full potential, The Gap is partnering with select girls’ organizations that share a commitment towards girls and women, including Girls Inc. (North America) and CARE (UK & Japan). Further details on the campaign can be found at Gap.com.
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