GapKids has partnered with Ellen DeGeneres’ new lifestyle brand, ED to launch GapKids x ED, a limited edition apparel collection and campaign.
The brand will now be available in VivoCity, United Square and Wisma Atria in early September 2015.
The GapKids x ED campaign features six young girls who have excelled at skateboarding, drumming, robotics and entrepreneurialism. The girls, aged between seven to 12 will star in the anthem film and campaign images. Through the campaign, GAP aims to provoke a feeling of strength, empowerment and pure enjoyment and create “an environment of positive social engagement.”
Using the hashtag #heyworld followed by a name, the campaign calls for action for social message of encouragement and love to any girl in need of positive support.
“Partnering with Ellen DeGeneres represents a collaboration between two American style icons,” said Jeff Kirwan, GAP global president.
“Ellen has become a global symbol for inspiring her audiences and fans to take pride in who they are. This is a natural fit with the heritage of Gap, which has long stood for encouraging individualism, ” he added.
DeGeneres said: “This opportunity to partner with Gap and my new lifestyle brand, ED, is the perfect way to celebrate girls just for being who they are; and to encourage them to unleash their passions; whether it’s math, soccer, singing, dancing, or simply singing while dancing in their bedroom.”