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Gap Kids scoops up young musicians for back-to-school anthem

today Jul 24, 2019
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Gap Kids is heading back to school with a bang this fall, with the help of some up-and-coming musicians.


The US fashion label has launched 'Forward,' its new back-to-school campaign that celebrates music, creativity and the children breaking boundaries.

The brand has recruited a cast of budding stars to front the new campaign, including 13-year-old electric guitarist Salem Darling; seven-year-old pianist Avett Ray, who is both blind and self-taught; 12-year-old bass guitarist Lil Asmar; and Recker Eans and Camden Edie -- an 11-year-old guitarist and a nine-year-old drummer respectively, who together call themselves ‘The Twits'. Dancer Emmanuel Hurd, 11, and drummer L.J. Wilson, 5, complete the lineup.

The kids pick up their instruments to put their own stamp on the rock classic "Sweet Child O' Mine" by Guns N' Roses in the campaign video, which is all about promoting self-expression and self-confidence.

"This campaign is all about giving kids the confidence they need to take on amazing opportunities to grow and take big strides forward," said Gap senior vice president and chief marketing officer Alegra O'Hare in a statement.

Of course, the cast is also decked out in the latest pieces from the GapKids fall collection, with jeans, puffer jackets and animal-print tops all on show throughout the clip.

Music has been a running theme in Gap's campaigns over the past few years, with the brand recruiting artists such as Leon Bridges, Janelle Monáe and Childish Gambino to front its videos.


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