Gap will launch a new campaign next month that will feature celebrities urging people to "dress normal."
The brand is leaving the phrase "dress normal" open to interpretation.
Celebrities featured in the campaign include Anjelica Huston, Elisabeth Moss, Michael K. Williams, Jena Malone and Zosia Mamet
"Finding your own version of 'dress normal' is an art - my normal is different from your normal, and that's the essence of the campaign," Seth Farbman, Gap Global Chief Marketing Officer, said in a press release. "This fall, Gap celebrates dressing for yourself and finding those perfect items - a pair of jeans, a t-shirt - that make you feel confident to be your most authentic self."
Gap says the celebs were chosen because they are "known for their own art of dressing normal."
Individualism was always present in Gap ads, and Marketing Week suggests the brand is using the "dress normal" campaign to increase sales that were down during both the first and second quarters of this year.
During the brand's sales decline from 2007-2011, Gap was criticized for playing it safe with its clothes, rather than taking fashion risks like competitors did, reports Market Week.
