I Can’t Stop Watching Gap’s New Summer Jeans Ad


Gap has introduced a new line of denim for summer called Wearlight, and the ad is mesmerizing. Attractive  young people bounce (literally) around, seemingly defying gravity in an all-white space with stairs going every which way.

Turns out the trick is trampolines, which makes perfect sense although I could not for the life of me figure out how they did it before I read about it on Denimology. It must have taken some serious choreography to get it as seamless as it looks in the ad.

Oh, and if you feel like you’ve seen something similar before? Don’t worry, Gap did indeed collaborate with Yoann Bourgeouis, who choreographed this performance at the Pantheon in Paris.

Lighter jeans for summer does sound like a good thing. There are few things worse to be wearing on your body when it’s hot and humid than a heavy pair of jeans. Still, I wonder if they will be so thin as to reveal too much, or to resemble jeggings. I will let you know when I have a chance to check them out in person.

Smartly, the Wearlight collection also includes a kids selection. Perhaps my 5-year-old will finally wear jeans (she will currently only wear leggings). I’ll let you know on that front as well.

In the meantime, enjoy the video!


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