This holiday season, Gap has joined forces with pop superstar Katy Perry to underscore the importance of love, kindness, and acceptance with its new campaign. Called “All Together Now,” Gap’s newest campaign aims to shine at the intersection of culture, fashion, and music, with Perry’s remix of “All You Need Is Love.”
Concepted by Gap’s global creative director Len Peltier and American filmmaker Mark Romanek, the campaign aims to amplify the power of music and storytelling to convey a sense of love and joy that brings people together – the essence of the song that inspired the campaign itself. The Beatles debuted “All You Need is Love” in 1967, just two years before Gap was founded in 1969 – a cultural decade defined by changemakers. Fast forward to today, All Together Now spotlights Perry as herself, a dimensional culture shaper making an impact across music, philanthropy, and empowerment – showing her fans the importance of being part of something greater than yourself.
All Together Now includes Gap’s holiday collection, featuring an assortment of seasonal favorites for the whole family. Signature looks from the collection include matching family flannel PJs, cozy lounge and fleece sets, ‘90s-inspired denim fits, and a variety of recycled puffers and cold-weather accessories available in bright colors and textures.
Today, Perry will also release her recording of the full-length single, “All you Need is Love.” Gap will spread the love by donating $1 for every stream of the new track on Spotify, up to $100,000, to Baby2Baby – a nonprofit, long supported by Katy, that provides children living in poverty with all the basic necessities that every child deserves.
“Music and culture have always been part of Gap’s heritage,” said Mary Alderete, global head of Gap marketing. “When Gap first opened in 1969 with the fresh idea of selling denim next to a curated selection of records, Gap also committed to a founding principle – do more than sell clothes. We’re thrilled to further Gap’s mission in partnership with global icon and culture shaper, Katy Perry. Together, we’ll help children in need this holiday season with a donation to Baby2Baby, and advance a brighter future rooted in optimism, inclusion, and leading with love.”
“I’m always excited to work with brands that are going the extra mile to make this world a better, happier place,” added Perry. “Reimagining one of the most recognizable and emotional songs of our time with an iconic brand like Gap, having such a special and important message, has been a dream. And what better reason to partner than bringing people together to spread joy for the holidays and raise money for Baby2Baby, a charity that’s close to my heart. Children are our future. We need to lift kids and help them find their value, self-worth, and self-respect.”
Gap’s All Together Now campaign debuts today on TV and streaming video, and rolls out across out-of-home media and digital throughout the holiday season.