Give the Gift of Love with Gap and VSCO


Gap is determined to win back its loyal customers. On the heels of announcing Reserve, a service that allows shoppers to find an item online and pick it up in stores, the retailer is putting a modern twist on their holiday gift guide with a unique partnership with VSCO.

Gap’s “Make Love” campaign focuses on giving and spreading love, hope and joy this holiday season. “For a few short weeks during the holidays, we become conscious of what matters most to us,” Gap’s Global Chief Marketing Officer Seth Farbmann said. “It’s a time when moments turn into memories, experiences become traditions and gifts become sentimental reminders that we will cherish for years to come. Make Love is about giving love through action, whether it’s a service to others or a gift that’s a representation of love.”

And just to make sure that you don’t have any trouble finding the perfect gift this holiday season, Gap and “the anti-Instagram” VSCO, a photo-editing app (favored by photographers so you know it’s legit), giving customers 26 days of curated gift ideas. Starting today, the #giveatoz gift guide includes a series of personal photo essays by the photographers who interpret Gap’s favorite holiday products, iconic patterns and fabrications from their unique perspectives at Seven photographers will act as the shooter and the subject for a photo assignment based one of Gap’s holiday themes: fair isle, indigo, metallic, plaid, stripes, texture and warmth.

The fun doesn’t end there. Cultural icons Tony Bennet, Cyndi Lauper, Billy Porter, Harry Belafonte, Q-Tip were all photographed for the actual holiday campaign.

We like the way you share the love, Gap.