Gap have decided to switch from the tradiotinal  TV ads in favour of an online social media campaign to promote its reinvented line of jeans 1969 premium “Born to Fit” jeans range centring on a Facebook fan page.

The page includes an interactive gallery, a virtual runway which clicks through to the Gap website, and videos and commentary from Gap designers and engineers.

“Our ‘Born to Fit’ digital campaign enables customers to get as close as possible to the jeans without actually touching or feeling them – it’s a way for them to experience the jeans digitally from our point of view. Then once they’ve had a chance to try the jeans on, we encourage them to come back to our ‘Born to Fit’ community to share their opinions, style tips or even create their own ‘Born to’ expression.”