Retail News

Gap Popup in Seattle: Normal Stuff

The national brand teams up with locals to showcase Seattle's style vibe as it stops off in Belltown on a popup tour.

By Conor Romack September 19, 2014

You're familiar with the post-modern term normcore? Some would say the supposed elevation of the super-normal—think pleated Khakis and white sneakers—is right at home here in Seattle. Some, like, perhaps the Gap.

The theme of the mega-retailer's fall campaign is "dress normal," and as a way of personalizing that campaign, the brand is hosting popup shops in five style hubs across the country, each showcasing the varying degrees of "normal" in that region. The tour starts in Los Angeles and then steers itself here; it ends with Chicago, Atlanta, and then Brookyln.

Local photographer Victoria Wright photographs where she hangs out, who she hangs out with, and what they wear to capture what normal is to her.

Stylist and costume designer Trish Summerville of The Hunger Games and The Girl with the Dragon Tattoo fame, and international street style shooter Tommy Ton, partner with local creators in each city to curate the interior of the shops with photographs representative of their city's characteristic style.

Before heading to Seattle, Gap's Dress Normal campaign touches down in Los Angeles.

If you're curious to see which aspects of your normalness are captured, you can shop the Belltown popup at 2312 First Ave from September 19 through 21, and follow the campaign on its cross-country trek online.

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