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Gap Reaches Within for Black History Month

On the first day of February, Gap sent out an email with a link to the landing page for Black History Month that introduced the source of inspiration for the designs. It said:

โ€œIn honor of Black History Month, we refreshed the Gap Collective. A tee collection celebrating Black Future, featuring artists within our own community.โ€

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It went on to introduce three of them with their pictures and quotes. For example, we hear why Tariana Hill, a general manager at Gap, focuses on hair: โ€œMy art brings womenโ€™s beauty to light. It highlights natural hair as a crown that black and brown women should be proud to display.โ€

If you go on The Gap Collective section of the site, you get more detail about Hill and another quote. There itโ€™s revealed that in addition to serving as a general manager, she is a multidisciplinary artist and dancer. She also adds this quote:

โ€œIโ€™m here to tell Black stories. To represent everyone. And to show that Black artists matter.โ€

The one man featured on the email gets to show off his kids, as well as his work and pursuits outside of his Gap job, on the site:

I donโ€™t know if this will help sales, but it is a nice idea to connect with customers by sharing the motivation of the designers. Even though art abstracts, its basis is human experience, and this campaign really conveys that.

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