T-minus-two months to go until Edward Enninful takes the reigns at British Vogue, and in the meantime, the W creative and fashion director is keeping busy. Most recently, the Ghanaian-born fashion editor donned his G-A-P-emblazoned director’s cap for a certain American heritage brand. The industry icon cast, styled and directed Gap’s newest ad, an homage to the eternal wardrobe staple that is the basic white tee.
The British stylist has had a long history in the industry on both sides of the pond. Cutting his teeth at i-D, Enninful featured some of the most important faces in fashion, from Twiggy to Naomi Campbell, before moving to New York to become fashion and style director at W magazine.
“Growing up, I loved the imagery I saw from America as it celebrated being the land of the free and home of the brave,” Enninful says of how his fascination with the United States while he was young influenced “Bridging the Gap.” “This project is about authenticity and people living their truths.”
Dressed, of course, in Gap’s iconic white T-shirts, the cast was handpicked by Enninful to be representative of American optimism. Always on the pulse of the cultural zeitgeist, his selection of change-making women — like Brit model and Gurls Talk founder Adwoa Aboah and actress and activist Yara Shahidi, who both use their platform to speak out on important issues facing young women and people of color today — makes the campaign a party of positivity and self-expression. “It’s about knowing yourself, which takes time,” Adwoa explained, “but I do it by being myself 100% of the time.”
Behind the scenes