Sad news in the world of campaigns:
We hear that Scott Schuman, the marvelous photographer behind The Sartorialist, has been cut from the upcoming Gap ads.
The story of how / why is unclear, but it’s obviously and angrily because he’s just too damn handsome to star in a photo spread about chinos.
We look forward to seeing the fantastic Mr. Schuman recast in another slew of commercial pictures -
Maybe he can be the Mac, and Fashionista can be the PC, in the next round of Apple hype.
We love you, Scott!
xoxo Fashionista.
Tags: Ads, Gap, Scott Schuman, The Sartorialist
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that blows! much love for the sart!
he’s too good for the gap. much love for the sart!
Sadness! He is talking in Indianapolis tomorrow – I’m so excited!
or maybe because no one out of the nyc fashion community knows/cares who he is.
the sartorialist > the gap
I’m so sad.
I don’t think that’s true guest at 9:56
i am a straight guy in houston texas and i know who he is. i like looking at his site to learn how to dress better.
Yes, because only people in New York buy from the Gap. The rest of the country, well screw you. Dear me. That really is too bad.
guest at 9:56, if that was true they’d cut out Leigh from the Misshapes too, but that’s not happening, is it?
That just proves how out of touch with real fashion the Gap is.
Scott has one of the most relevant fashion blogs out there and having him in their ads would’ve provided them some much needed credibility.
Much love to the Sart!
You have to admit, that he has a niche audience. Folks trolling strip malls in the valley won’t recognize him at all, which means they won’t buy the GAP clothes trying to emulate his life. It’s all about the bottom line. Frankly, it’s a shame, because more people should know about him and the quirky take he has on his position in the fashion world. Also, he’s pretty damn hot.
Another mistake.
(just like designing regular length chinos for this Summer…I guess I’m gonna have to invest on a pair of Thome Brown)*shrug
Well, he did say he was going to outfit the controversial Makeover Girl in the Gap, which I always found weird. Like, he decides to makeover (the already perfectly lovely, IMO) an artistic East Village girl … by putting her in GAP? (And chopping off all her hair — don’t even get me started.)
He just doesn’t seem like the type to advocate the Gap at all, so I assumed his (now-ended) affiliation with the Gap was the reason why he wanted to dress her in that particular brand.
If the hoo-hah over his (arrogant, IMO) wanting to make over the girl led to his ads being cut, I don’t know if I’d go that far.
He is a great photographer with a great eye.
i love him and his work as much as anyone….but, aside from the obvious handsomeness issue, could it possibly also be because he is too short? :-/
and before you all go for my jugular, i’m saying this as another short man frustrated by a modeling career that never was…so i can empathize ;-)
That was a huge mistake on Gap’s part!
I live in Dallas Tx and I love the sart! My 62 yr old father in rural Mississippi loves him too…so that rules out the “he’s not known outside of NYC” theory…….
I saw him in NYC one time and still kick myself for not going up to him!
from his own blog about the shoot:
“My only fear was that I would be a nightmare to shoot.
A photographer shooting another photographer is never easy.
I kept imagining myself throughout the shoot saying “what lens are you using?” , “what’s settings are you using?”, “why are you lighting that way?”, “does my face make my neck look fat?”.
I think when I did finally speak to him, all I was able to get out was a very Ralph Wiggum-ish “I like to eat paste” – i kinda kept quiet after that.”
maybe the pictures didn’t turn out well because he was overthinking it? who knows. i agree that it’s a shame though. i was looking forward to seeing him in the ads more than any of the other people.
This breaks my heart…
I think the secret dedicated to him on PostSecret confirms that he’s generally well-known, even outside of NYC.
guest 9:56 Im not even going to get started with you because of our right of freedom of speech. that said, I think this is too sad. I love the sart! Maybe they can give Fashionista the add and you can advertise it here :)
i feel like it’s because he’s kind of really really short
gap is really losing out here. there are so many things they’re doing wrong these days.
Montreal loves Scott! Well, at least this lil Montrealer does. This really brought me down. I’ve been giddy about this from the day I first heard… Initially I wasn’t sure if I wanted to see Scott in Gap (he’s so much more than that and I didn’t want people who didn’t know him belittling his accomplishments etc to “oh they guy who did the gap add”). I had since come around to the idea… Now I’ve got to get over the whole thing. I really want to know the real reason WHY!!!
He belongs behind the camera, not in front of it. Yes, people know who he is but that doesn’t mean they want him on an ad.
sad, but let’s face it, we know why he got cut. koz he is chubby and short.
Bad choice Gap! They definitely have lost some fashion credibility with the likes of Fashionista readers, but if they want to keep their market limited to the “folks trolling strip malls in the valley” (lol, PJH) then I suppose that decision is fine.
P.S. For the record, I’m in Orlando, FL and live for new Sartorialist entries, as does my mom.
Scott is an inspiration to a lot of fashionistas. I was ready to go check out this gap collection because he put his name on it…
now I’m just upset.
There’s the internet and then there’s real life. The Sartorialist is an internet celeb of sorts and that doesn’t necessarily cross over to real life.
Huge companies like this use focus groups for their advertising, so I wouldn’t be surprised that he was given the thumbs down via those means. He’s too short and conventional looking for mainstream advertising. Besides, I you guys overestimate how well he’s known or liked. Again, real life and the net aren’t the same things.
Sorry, but the Gap will lose little by not including him methinks…even if that means losing a few readers here.
guest @ 12:30am hit it right on the head.