The retailer has been praised by customers for its diverse new adverts.
If you scan any major city’s billboards, they can look rather… samey when it comes to the models used.
But the world is a diverse place – something that one huge clothing brand has recognised in its latest campaign.
Gap tapped a Muslim woman to star in an advert for its summer collection, along with several other Americans handpicked from across the country.
The model, known just as Hybutalla, sports a cream-coloured headscarf by Haute Hijab in the campaign, which has been displayed in stores and billboards around the country.
“I am curious, passionate. A hard worker and a dreamer. I am kind-hearted — and all about my friends and family,” reads the caption accompanying Hybutalla’s headshot.
— Gap (@Gap) May 5, 2017
The campaign, titled “I Am Gap, Portrait of an American Summer”, also features models including a champion rodeo and a track star who’s a “self-proclaimed bad dancer”.
— Gap (@Gap) May 5, 2017
However it’s Hybutalla who’s been stealing the headlines, with customers taking to social media to praise Gap for its inclusive campaign.
— Ipshita Ahsan (@ipshita_ahsan) May 8, 2017
— Uzma G (@URGanomics) May 8, 2017
— #runlikeahijabi (@rkh2002) May 8, 2017
Haute Hijab, who were invited by the giant retailer to supply their US$20 headscarf for the advert, have also celebrated the campaign, dedicating a blog post to its release.
“Given today’s political and social climate, Gap makes a bold statement with this video,” the brand wrote. “The campaign acknowledges diversity and is yet another commercial that brings hijab into the mainstream!
I was strolling SoHo yesterday after jumuah and came across the @gap ad featuring our Jersey Wrap while passing their store on Broadway and I have to admit I got a little emotional! I immediately took a photo and sent it to my Dad and remembered when we started this company and I told people around me that my ultimate vision was to bring modest dressing into the mainstream and people literally laughed at me. Seven years later and one my hijabs is in every Gap window across the globe. Lesson learned: Always believe in your dreams even when people laugh at you. *Especially* when people laugh at you. The ones who are crazy enough to think they can change the world are the ones that actually do. So give yourself permission to live a big life. Step into who you are meant to be and stop playing small. You were meant for greater things ⭐️⭐️⭐️ #NeverStopDreaming #PursueYourGoals #DreamBig
“Gap joins other companies like Coke, Microsoft, H&M, and Honey Maid to name a few, who are featuring Muslim women wearing hijab in their commercials and showing their audience that the hijab is beautiful, it is normal, and it is here to stay.”