Gone are the days of women “posing” in intimate wear as if on display. We knew it was time to hold up a mirror that truly reflects our modern day women and connect with her when the jeans come off and the comfy stuff goes on.
Love Your You was launched to help shape a world where women love their bodies for their uniqueness — rather than in spite of it. And by prioritizing authenticity over optics, we were able to celebrate, encourage & empower all women to find comfort in exactly who they are.
An Intimate Approach
Our approach was to be as intimate as the intimates themselves while encouraging and empowering all women to find comfort in exactly who they are.
instantly loved
The power of authentic representation is universal — especially when it normalizes breastfeeding, champions diversity & celebrates motherhood in a single, unscripted moment.
While Gap’s average Instagram engagement about 5K likes, this specific post became a viral sensation, massing over 35K likes and nearly 3K comments in its first week. But beyond the metrics, it sparked a wave of global earned media, proving that real stories resonate deepest.
Casting an Honest Reflection
Handling the full lifecycle from talent scouting to contracting, we curated a cast of everyday women who’s stories of self-assurance, self-confidence and radical self-love would inspire others. And by centering these voices, we ensured the campaign provided a sense of comfort beyond the garments themselves.
A Global Communications
Strategy
tailored to different markets,
moments, and merch.
With ‘LOVE’ as our anchor, we developed a long-term communications strategy and an iconic visual language designed to evolve and built to endure.
This flexible system provided a foundation for endless engagement and adaptation — whether the focus was product-driven, seasonal, or purely emotional.
Int. Women’s Day
Global Initiative
In celebration of International Women’s Day, we cast and celebrated a diverse collective of women whose stories, platforms & initiatives inspire global change.
Through a limited-edition collection of graphic tees, sleepwear, and pullovers, we amplified these voices using their own authentic quotes and phrases, in their own handwriting.
This narrative continued through to the point of purchase, highlighting the collection’s support for Gap’s P.A.C.E. program, which provides life-changing education and career advancement for women in the garment industry.”
in-store
activation
We brought ‘International Love’ to the heart of NYC for International Women’s Day. Hosting a pop-up at the Gap Times Square Flagship—which welcomes nearly a half a million international shoppers daily — we gave visitors a chance to translate ‘LOVE’ into literally any language on our most comfortable new GapBody tee.
This event did more than just boost foot traffic; it created a tangible connection between the brand’s global heritage and its latest product line.
Our Limited Edition Collection extended into Pride Month — celebrating author, activist and mother Jodie Patterson while promoting her new acclaimed memoir, The Bold World.
The collaboration included a custom limited-edition tee, comprehensive book promotions and a series of engaging
speaking engagements.
Pride Month
shifting culture inside & out
Moving beyond tokenism, the partnership between Gap and Jodie Patterson became a catalyst for internal change. Beyond featuring her story and book, Gap hosted in-house educational seminars for its employees, fostering a corporate culture rooted in radical love and inclusion.
• • •
We pride ourselves on building genuine, lasting relationships with everyone we cast.
This close partnership with Jodie sparked an even larger collaboration for Gap’s 50th Anniversary Pride Campaign.