Gap’s ‘Meet Me in the Gap’ campaign has been interesting both in front of and behind the camera, from lifesize zoetrope color machines to Cher singing with Future. The latest segment of the campaign, for Gap’s Wearlight Denim, plays tricks on the eye and seems to defy gravity.

The campaign launch of the retailer’s new product category, Wearlight Denim, was developed by Yard NYC in partnership with Gap, and shows enthusiastic wearers of the 2018 summer line bouncing around a set at all angles, giving the appearance of light, airy and carefree – the optimism of summer. Yard NYC explored the many facets of ‘lightness,’ highlighting how light summer can feel when you’re free to play any way you want.

Photographer: Jacob Sutton
Model: Laura Love, Alton Mason, Zhengyang Zhang

Courtesy of Gap

Meet Wearlight Denim