Marks & Spencer had Alexa Chung, and now Gap have brought back Naomi Campbell. You can see the supermodel strutting around in denim hot pants in the brand’s new campaign video.These are the same shorts that Campbell wore in Gap’s 1992 commercial shot by Steven Meisel.

Accompanying Campbell in Kevin Calero’s latest fashion film are a cast of denim-clad youngsters singing acapella to cult song of 1992, ‘I am Love’ by Color me Badd. And, just to cement the archival atmosphere, the seven models are all the offspring of previous campaign celebrities from the 1990s. The video celebrates the launch of Gap’s Archive Reissue Collection which goes in store on 7th February. The 15-piece range is based on their most iconic 1990s pieces: the classic denim, jersey sweatshirts, white tees and transfer tanks that epitomised the minimalism of the decade.

 TJ Mizell, Coco Gordon, Rumer Willis, Naomi Campbell, Evan Ross, Chelsea Tyler and Lizzy Jagger

Fashion houses began mining their own archives in the 1990s  and many brands now have their own museums (Gucci, Yves Saint Laurent, Balenciaga) and exhibitions documenting their history have also proved popular (Balenciaga: Shaping Fashion is up next at the V&A). More recently high street brands have been taking a nostalgia trip to refresh their identity. First it was Topshop, then Marks & Spencer and now Gap.

 Demi Moore (mother of Rumer Willis) in 1990, Naomi Campbell in1992 and Diana Ross (mother of Evan Ross) in 1991

Gap’s golden years saw a string of celebrities (Sharon Stone, Lenny Kravitz, Brittany Murphy, Salma Hayek, Erykah Badu, Sarah Jessica Parker and Madonna to name a few) and famous photographers (Steven Meisel, Patrick Demarchelier, Annie Leibovitz) grace their billboard campaigns.  Clearly the American label is looking to recapture that buzzy magic.

The current generation of 20-somethings seem to be suckers for a throwback. But does nostalgia sell? With a sprinkling of celebrity and an atmospheric video, it might just happen.

Watch the new campaign video here.

Text by Abigail Southan

Tags: Fashion, Gap, Film, Archive