Long Live Individuality At Gap This Fall

Gap Launches ’T-Shirt Shop’ Ad Campaign featuring cast of celebrities including Jeremy Piven, Mia Farrow, Aaron Eckhart, Natasha Bedingfield and Common

SAN FRANCISCO – August 10, 2006 – This week, Gap celebrates its heritage in self-expression and individuality with the launch of its second fall advertising campaign entitled “T-Shirt Shop.” The campaign, which focuses on T-shirts, features a diverse ensemble of actors, musicians, and style makers including Jeremy Piven, Mia Farrow, Aaron Eckhart, Natasha Bedingfield, Common, Eva Herzigova, Pete Wentz, Lou Doillon, Paula Patton, Kristen Stewart, Brice Marden and Yvonne Force.

“T-shirts have become the ultimate vehicle for self-expression,” said Kyle Andrew, vice president of Gap Marketing. “And while Gap has always been famous for great Ts, our collection of T-shirts this fall is better than ever before. From preppy-striped Ts to rock-and-roll graphics, Gap is introducing a wide range of new styles and silhouettes to help you express your personal style.”

Gap’s latest campaign of the season is comprised of black and white print ads shot by acclaimed photographers Inez van Lamsweerde and Vinoodh Matadin. Each shot features a celebrity wearing their favorite Gap T in a way that expresses their individual style. From a laid back image of actor Aaron Eckhart sporting a baseball T, to an animated shot of musician Pete Wentz (Fall Out Boy) rocking out as he tears off his striped T, the images convey the personality and energy of each celebrity. To reinforce the message of individuality, the campaign is tagged with the message ‘long live individuality’ and each campaign image has a corresponding tagline – such as your expression, your spirit, your attitude – capturing the emotion of the shot.

Taking Gap’s heritage in creative advertising to the next level, the campaign also features unique artistic portraits produced by renowned artists. From a painting of Steven Tyler by artist Phillip Burke to a watercolor of Zooey Deschanel by David Shapiro, each portrait features the celebrity in their favorite Gap T. The “T-Shirt Shop” print campaign will run in September issues of magazines including Vanity Fair, Elle, InStyle, Vogue and GQ.

In Gap stores, the “T-Shirt Shop” for fall is a one-stop shopping destination for every kind of T you could possibly desire. You’ll find a new dedicated space within Gap stores filled with Ts in updated silhouettes, styles and fits – and in every color under the sun. Each T offers a fresh twist of newness and style with a fabulous fit, soft fabric and great quality. Gap T-shirt styles for women come in a variety of lengths – from longer Ts that hit mid-thigh to shorter ones that hit just below the waist. The wide range of T-shirts for men this fall will help guys find the perfect T to compliment their personal style and any range of occasions.

To celebrate the launch of the “T-Shirt Shop,” customers will be invited to express their individual style at special T-shirt customization events in select Gap stores in Los Angeles and New York. The customization events will feature appearances by celebrities from the ad campaign including Jeremy Piven and Common. Customers will be able to choose designs from a series of original graphics and have them silk-screened (free of charge) onto any Gap T-shirt purchased from Gap’s new “T-Shirt Shop”. The Los Angeles customization event will be held on August 16 through August 19 at Gap’s Hollywood and Highland store and the New York City event will be held on August 24 through August 26 at Gap’s 59th and Lexington Street store.

For more information about these special in-store events, Gap’s fall “T-Shirt Shop” ad campaign and downloadable images, visit the media section of gapinc.com.

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Gap Media Relations

Gap Inc.

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