Gap is getting in touch with its rock n’ roll side this season with its new Shine campaign for fall. The campaign enlists an eclectic mix of up-and-coming musicians and dancers who pose in different pieces from the ‘Icon Redefined’ collection, which features classics updated with modern touches. Think chambray shirts with polka-dots, cords in rich colors, and plenty of denim.
Last night Gap kicked off the Shine campaign with a party at New York’s Gallow Green on the roof of the McKittrick Hotel. There was an acoustic set by Nicki Bluhm and The Gramblers. Bluhm is among the stars of the campaign along with pop duo Karmin, Seth and Scott Avett from the Avett Brothers, musician Kaki King, professional “Jookin” dancer Lil’ Buck, singer-songwriter Lia Ices, and Chinese-born San Francisco ballet dancer Yuan Yuan Tan.
This young crew is in good company, considering Madonna, Missy Elliot, Willie Nelson, Steven Tyler, John Mayer and Usher have all been among the talents to rep Gap over the years.
We chatted to San Francisco-based Bluhm about how she got the gig, and how she manages to still look cute after living out of a van for seven-weeks straight.
How did you get involved with Gap‘s fall campaign?
Nicki Bluhm: Honestly, I’m not sure! They contacted my management and so I got a call saying they wanted me as part of the fall campaign. I think they saw some of our recent videos on YouTube. The combination of playing lots of shows, making videos and maybe my husband’s band the Mother Hips being well-known must have caught somebody’s attention at Gap.
How do you view the relationship between fashion and music?
It’s hard because when you’re on the road touring and in a van there isn’t much space for wardrobe, so the pieces that you pack are critical. If you’re on a seven-week tour you will be wearing those items a lot! That’s why I was thrilled about the Gap stuff, because they are known for the super staple stuff. I love the 1969 range; it’s a cross between fashion and function, which is perfect for me on the road. The goal is not to look like I’ve been in a van for three weeks.
What is your style?
I grew up riding horses, so I’ve been influenced by that. I have always been most comfortable and at peace at the barn, so I wear a ton of jeans, boots and button ups. I dress up sometimes but I never feel quite myself in a dress. I guess you could call me an urban cowgirl.
What are your favorite three things on tour?
A chambray button up, Frye cowboy books and Wrangler or Gap jeans! I like high and tight when it comes to denim.
What was the experience of shooting the campaign like?
I was nervous because I wasn’t with my band, but the people on set were so sweet and made me comfortable. They applauded me after I would sing a song, so I got really into it.