The Gap, 1999

The Gap had hit a stride with their television spots, promoting their moderate basics as the impossibly cool items to have. These two commercials in particular, with their palette of neutrals and minimal styling, emit a refreshing restraint. It’s extraordinary that such provocative looks can come from such basic clothes — sophisticated and sexy to boot. Nevermind Jil Sander or Prada, the Gap would be minimalism at its purest and most compelling point of saturation.


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