April 6, 2018
Comedian brings her new lifestyle brand ED to the kids' retailer.
The GapKids x ED line launched Tuesday in more than 25 markets worldwide and is built on Gap's most popular wardrobe staples, but with a twist. While most of the collection is designed for girls, the line also includes offerings for boys and adults. The clothing range consists of more than 70 pieces including outerwear, sweatshirts, leggings, dresses, t-shirts and accessories.
The collection prominently features two pieces of iconography across the line: a lightning bolt as a symbol of empowerment and a speech bubble as a symbol of self-expression. The collection also encourages kids to express themselves with customizable clothing and accessories that can be decorated using fabric or chalk markers. A variety of iron-on patches are also available.
"Partnering with EllenDeGeneres represents a collaboration between two American style icons," says Jeff Kirwan, global president, Gap. "Ellen has become a global symbol for inspiring her audiences and fans to take pride in who they are. This is a natural fit with the heritage of Gap, which has long stood for encouraging individualism. We are excited to launch this collection and at the same time come together to champion girls and boys to realize their potential."
The campaign for the GapKids x ED collection features six real girls who have excelled in a variety of arenas from skateboarding to robotics to entrepreneurialism. These girls, ranging in age from 7 to 12, star in the anthem film and marketing campaign alongside Degeneres. Gap is also launching the hash tag #heyworld, which can be used to issue a call for messages of encouragement and love to any girl in need of positive support. Degeneres herself will respond to some of the calls.
"I know from my own experience that nothing makes you feel better than being who you are and celebrating what makes you unique. I think if we shine a light on real girls doing incredible things, that'll encourage other girls and boys to do incredible things," says DeGeneres. "This opportunity to partner with Gap and my new lifestyle brand, ED, is the perfect way to celebrate girls just for being who they are; and to encourage them to unleash their passions; whether it's math, soccer, singing, dancing, or simply singing while dancing in their bedroom."
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.