“Love Comes in Every Shade”: Gap Holiday 2012

Retro-sounding band "The Atomics" demonstrates "sibling love."

Surf band “The Atomics” demonstrates “sibling love.”

Living in NYC, the constant exposure to advertisements-the subway, billboards, and of course the token pamphleteer on virtually every corner, makes them an everyday eyesore. I have, however, fallen for the Gap holiday campaigns since I was a child-their punchy colors, focus on family and friends, upbeat soundtrack, and all-around optimism are powerful marketing tools. The brand admirably demonstrates its acceptance of same-sex couples, as it has in the past, in their “Love Comes In Every Shade” campaign featuring, among other celebrities, singer Rufus Wainwright and his husband, artistic director Jorn Weisbrodt. This past Mother’s Day and Father’s Day, big-name department store chain J.C. Penney also incorporated same-sex couples in its catalogue. Why are these two brands among the very few to advocate same-sex relationships, and at what risk is the acceptance of homosexuality to their sales?

Rufus Wainwright and husband Jorn Weisbrodt are the brand's "married love."

Rufus Wainwright and husband Jorn Weisbrodt are the brand’s “married love.”

"Best friend love" with director Gia Coppola and actress Nathalie Love.

“Best friend love” with director Gia Coppola and actress Nathalie Love.

Michael J. Fox and wife Tracy Pollan embody "true love."

Michael J. Fox and wife Tracy Pollan embody “true love.”

My favorite-"puppy love" with "Boardwalk Empire" star Jack Huston, and doggie Orso.

My favorite-“puppy love” with “Boardwalk Empire” star Jack Huston, and doggie Orso.

All images courtesy The Fashion Spot

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