Myer has unveiled the latest chapter of its ‘My Store Is’ platform, celebrating the return of GAP to Australia with a new campaign led by Olivia De Jonge.
The brand’s return marks the latest in a series of major brand additions at Myer, following launches including TOPSHOP, Sportscraft, Lioness, 4th & Reckless, Nobody Denim and The Wolf Gang.
The campaign also marks De Jonge’s second major collaboration with Myer in recent months, after fronting the launch of TOPSHOP earlier this year.
Culture-led casting
The campaign brings together talent across fashion, sport and creative industries.
Rome Champion, an Australian hip-hop dancer and choreographer, adds a performance-led edge aligned with GAP’s creative identity.
Isaac Quaynor, AFL player at Collingwood Football Club, and Kat and Yianna Velos, founders of Golden Groves Olive Oil, round out the cast, reinforcing the brand’s connection to culture and community.
Targeting younger shoppers
Belinda Slifkas, Chief Merchandise Officer at Myer, said GAP’s return signals a broader shift in the retailer’s brand strategy.
“In recent years, GAP has re-established itself as a cultural force and is clearly resonating with a new generation of shoppers, particularly through its social-led campaigns featuring the likes of Troye Sivan and Katseye,” Slifkas said.
“We’re well underway in refreshing our brand portfolio to attract new customers, especially younger Australians seeking fashion that feels contemporary and trend-forward. GAP aligns perfectly with this direction.”
Continuing ‘My Store Is’ platform
Created by Howatson+Company, the campaign continues Myer’s ‘My Store Is’ platform, positioning the retailer as a space for personal expression and individual style.
GAP is now available in select Myer stores nationwide and online via myer.com.au, as the retailer continues to expand its fashion offering.
Credits
Client: Myer
Creative Agency: Howatson+Company
Production Agency: Howatson+Company
Media: Essence Mediacom a WPP media brand
Top Image: Kat Velos, Yianna Velos, and Isaac Quaynor