Don’t Trend on Me is a campaign that rejects fast fashion and celebrates timeless style and quality. It empowers consumers to choose authenticity over fleeting trends, highlighting that resisting excess is moving forward, not falling behind. With bold protesting visuals, social activations, and experiences showcasing GAP’s enduring designs, the campaign reinforces GAP’s commitment to substance and lasting style.
Strategy
Teens/young adults looking for originality in their fashion.
Campaign:
Placements
Voice of Resistance Wall
This in-store installation celebrates individualism and invites customers to share their voices on trends. Shoppers can pin old trendy pieces to a wall or answer weekly questions like "What trend are you tired of?" As the wall fills up, it becomes a visual statement against fashion pressures. Customers are encouraged to take selfies and share them with #ResistTheTrend.
Trend Trap
An immersive escape room next to GAP stores that challenges players to solve puzzles based on absurd microtrends, like why neon colors are outdated or how long a trend lasts. Players find a key to exit, navigating through racks into the GAP store. This experience encourages rethinking fashion choices and shopping for timeless pieces. A leaderboard tracks escape times, with top players winning bigger discounts.
Social: Wardrobe Uprising
This is a social media challenge where participants share their cringe-worthy trendy pieces that are now just taking up space in their closets using #IGotTrendedOn. These could include neon crop tops, sequined jackets, wild patterns, and more. When they post their fashion fails, they have a chance to win a set of high-quality GAP clothes that’ll last forever.
