case study
Has Range Gap × Olivia Dean Campaign Concept ( Independent concept · 2026 ) ( Campaign Strategy ) ( 1 deliverable )
A speculative Fall/Winter campaign proposal pairing Gap's CashSoft knitwear with singer Olivia Dean, built to show Gen Z and young millennial shoppers that CashSoft is fashion, not just comfort. An independent concept, not affiliated with Gap Inc. or Olivia Dean.
in this issue:
xo, T.
Gap's recent artist campaigns have reintroduced its denim, linen and sweats to younger shoppers, one artist and one category at a time. CashSoft, its knitwear line, is already strong but still reads as comfortable basics. The brief Taylor set: how could Gap show CashSoft's range as fashion to Gen Z and young millennials, using pieces it already sells?
( how Taylor tackled it )
Taylor traced Gap's music heritage and its recent campaigns with Tyla, Troye Sivan, KATSEYE and Young Miko to find the pattern, then proposed Olivia Dean, whose offstage wardrobe of cardigans and knit basics is already CashSoft territory. From there Taylor built the audience case, a concept and palette, a mood board, three shoppable looks from existing CashSoft pieces, and a measurement plan benchmarked against Gap's own artist campaigns.
( presentations ) ( 1 PDF to download )
deliverable no. 01
( presentation ) ( 22 slides )
The proposal deck: why the idea fits Gap, who it is for, why Olivia Dean, the creative direction and three CashSoft looks, and how success would be measured.
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