Concord-based rockers Scott and Seth Avett are being featured in Gap’s global marketing campaign for fall—Shine—to bring its “Icon Redefined” collection to life. The two memembers of the popular Avett Brothers band are among an eclectic mix of musicians and dancers wearing Gap’s signature pieces updated with a modern design point of view and rich fall color palette.
Others featured in the campaign are American pop duo Karmin; professional “Jookin” dancer Lil’Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm.
“With Shine, we continue our brand’s tradition of introducing emerging artists and musicians that inspire people creatively to make their mark on the world,” said Seth Farbman, Gap’s global chief marketing officer.
As part of the campaign, Gap will showcase cast members through an eight-week content series on Gap’s social media channels. To follow the content series, visit Gap’s Facebook, Twitter, YouTube, Foursquare, Pinterest and Instagram communities. Join the conversation with the hashtag #shine.
Shine will appear in September issues of national magazines including Vogue, Lucky, InStyle, Glamour, GQ, Men’s Health, Rolling Stone and Nylon.