Ellen DeGeneres has partnered with Gap this summer to launch the GapKids x ED Collection, a clothing line for girls “whether they skateboard or dance, wear dresses or jeans, build forts or paint rainbows, or everything in between.” The campaign is smart, cute, and full of subtly subversive messaging against prescriptive gender roles. Basically, the best girl’s clothing line I’ve ever seen.
Check it out:
And some still photos, in color:
Models from the Miami debut of GapKids x ED. The show featured 13 “power girls” as models, including four identifying as disabled.
I. Love. This. I love the tomboy details, like the washed out color palette, pushed up muscle sleeves and raglan style tops. I love the spunky, empowering messages on the tees, like the one quoting Midsummer Night’s Dream: “And though she be but little, she is fierce.” I love the general aesthetic and iconography used, like the lightning bolt (a symbol of empowerment, according to the press release), and the speech bubble (a symbol of self-expression). And I even love the accompanying social media campaign, where wearers are encouraged to fill in the bubbles and post under the #heyworld hashtag.
Important message from Laverne.
On YouTube, Gap is promoting the line with a series of video interviews with the campaign models. My favorite is the trio of skateboarders known as the Pink Helmet Posse: Relz (age 8), Ryan (age 7), and Bella (age 8).
Others include Alexey, age 12, an award-winning drummer; Torrae, age 9, a robotic hand builder; and Asia, age 12, an entrepreneur. (Side note: does everyone remember when Asia was featured on This American Life last year? This chick is totally crushing it, and she hasn’t even finished middle school yet!)
Autostraddle Intern/general heartthrob Nikki says, “I think what makes this line cool is the whole premise is just be you. The line has dresses, shirts with pink but on the flip side also has a more tomboy style. I mean, one of the lunch bags has skateboards on it and you don’t have to go to the “boy” section to find it!”
Items range in price from $6.95 to $49.95. Smallish adults will be pleased to know that the girl’s line goes up to XXL and should be warned that every tiny queer who can fit into a 14-16 will be raiding the racks immediately. Gap also carries a few pieces (including the conversation bubble tee) in women’s sizes.