英国卫报：Gap是如何迷失自己的？(8)（在线收听）

　　Not everyone had the means to wear their Gap jeans with a designer jacket, of course, but the simplicity of the brand’s clothing meant that it was versatile enough to be incorporated into any number of looks.

　　当然，并不是每个人都有能力穿Gap牛仔裤和名牌夹克，但该品牌服装的简洁性意味着它的多功能性可以融入各种造型中。

　　“The secret power of Gap is that the product was meant to be a person’s own,” said Trey Laird, an advertising executive hired by Drexler in 2001 to work on Gap’s ads.

　　2001年，德雷克斯勒聘请广告主管特雷·莱尔德为Gap做广告，他说：“Gap的秘密力量在于，它的产品是一个人自己的。”

　　“If you were walking down the street, nobody would stop you and be like, ‘Oh my God, you’re wearing the Gap skinny black pants!’

　　“如果你走在街上，没人会拦住你说，‘天哪，你穿的是Gap紧身黑色裤子！’

　　They were your black pants.”

　　那就是你的黑色裤子。”

　　Gap made this message clear in its 1988 “Individuals of Style” advertising campaign, which became the blueprint for many of its later ads.

　　Gap在1988年的“个人风格”广告活动中明确表达了这一信息，这成为其后来许多广告的蓝图。

　　Shot by the biggest names in fashion photography, such as Patrick Demarchelier and Annie Leibovitz, the ongoing campaign featured black and white images of celebrities wearing Gap.

　　这场正在进行的活动由帕特里克·德马切利耶和安妮·莱博维茨等时尚摄影师拍摄，以明星穿着Gap的黑白照片为特色。

　　Spike Lee in a mock neck and khakis, Whoopi Goldberg in a hooded sweatshirt, Joan Didion and her daughter Quintana Roo in turtlenecks.

　　斯派克·李穿着半高领和卡其裤，乌比·戈德堡穿着连帽卫衣，琼·迪迪翁和她的女儿昆塔娜·鲁奥穿着高领毛衣。

　　The photos were simple and elegant.

　　这些照片简单而优雅。

　　The stars really did look as if they were wearing their own clothes, in their own way.

　　明星们看起来确实像是穿着自己的衣服，以他们自己的方式。

　　“I remember thinking that it was just so cool,” said Betts.

　　贝茨说：“我记得当时我觉得这太酷了。”

　　“You’d never seen that kind of stylised campaign on a mass market level before.”

　　你以前从来没有在大众市场层面上看到过这种时髦的宣传活动。

　　Over the years, everyone from Willie Nelson and Lucy Liu to Mikhail Baryshnikov and Amy Poehler appeared in ads for the brand.

　　多年来，从威利·纳尔逊、露西·刘到米哈伊尔·巴里什尼科夫和艾米·波勒，每个人都为该品牌拍过广告。

　　To sit for a Gap ad became almost a rite of passage.

　　为Gap广告代言几乎成了一种必经之路。

　　Working with Hollywood stars is now an obvious move for every brand that can afford it, but for a period of time, as Sternberg said, “They owned celebrity.”

　　现在，与好莱坞明星合作是每个有能力负担得起的品牌的明显举动，但就像斯特恩伯格所说的那样在一段时间内，他们拥有了明星。

　　Gap found a way to make the idea of wearing the same clothes as everyone else seem cool.

　　Gap找到了一种方法，让“和其他人穿一样的衣服”看起来很酷。

　　In 1999, the brand released a trio of low-key but iconic TV commercials.

　　1999年，该品牌发布了三个低调但标志性的电视广告。

　　In one, a group of people wearing muted shades of blue and gray sat on a white set and sang portions of the Donovan song Mellow Yellow as the camera panned around the room.

　　在其中一个广告中，一群穿着淡蓝色和灰色衣服的人坐在白色的布景上，唱着多诺万的部分歌曲Mlow Huang，随着镜头在房间里移动。

　　While some of the cast would later go on to become famous -- you can spot a young Rashida Jones in the group -- nobody stood out, as such.

　　虽然一些演员后来成名了--你可以在乐队中认出年轻的拉希达·琼斯--但没有人能脱颖而出。

　　The commercials were about being part of the group, recalled the ad’s director Pedro Romhanyi.

　　广告总监佩德罗·罗曼尼回忆说，这些广告是关于成为这个团体的一部分。

　　“I think one of the reasons Gap was so successful is that it appealed to people who wanted to look stylish in the crowd, rather than stand out from the crowd,” he said.

　　他说：我认为Gap如此成功的原因之一是它吸引了那些想在人群中看起来时髦的人，而不是从人群中脱颖而出的人。