01

made in ca

The concept starts with the current return of 2016 LA nostalgia, then traces that aesthetic further back to the California it borrowed from: late-’60s and ’70s counterculture, faded denim, sun-worn colour, and the mythology of the West Coast. Rather than recreating the revival, I wanted to position Gap at its roots — classic American denim photographed through a warm, imperfect, distinctly Californian lens.

Role
Creative direction, styling, photography, edit
Scope
Art direction · Photography · Motion · Type
Brief
Self-initiated spec campaign · not affiliated with Gap
Year
2026
Campaign cover: a woman in a black bikini, open white shirt and dark denim mini standing against a rock face, the campaign line Made in CA set into her shadow
Opening slide — the campaign line
Campaign film — 0:15 · unmute for sound
Cropped at the shoulders, mid-stride across the sand in light flared denim
Standing on the shoreline in a black tee and light flares, one arm outstretched toward the water
Walking away along the tideline in a white gauze cover-up over a black swimsuit
Standing straight on with the surf behind, black bikini and white shirt worn open over a dark denim skirt
Close crop of the dark denim mini in profile, hand in the pocket, raw hem against the rock
Product detail
Closing slide: full-length in light flared denim and a black tee, the Gap wordmark and Summer 2027 set to the left
Closing slide — lockup and season
Campaign catalog sheet: the Gap wordmark and the Made in CA lockup across the top, eight labelled plates from the campaign below with roman numerals and notes
Campaign catalog — plates i–viii
Sol Anabella Feiguin New York · 2026