GAP's message to consumers is to Dress Normal. Huh? What does that mean to you? Maybe they should have come up with a better tagline.

Whenever I walk by a GAP store in the mall (wait, are they still around? I don’t be checking for them!), I don’t even take a second look.


Because nothing catches my eye. There’s no color. No interestingness. No flava.

Just a sea of white button downs, blue something-or-others, and khaki everything else. LOL

I don’t even know if this has changed in the last few years (it hasn’t; I just checked their website. As I’m writing this, the homepage is all dark blues, grays, and a couple of white shirts sprinkled throughout). All I DO know is that I don’t shop at GAP and probably never will.

Nevertheless, with all of that I just said, I have to give them props for coming out and boldly telling people to Dress Normal, even if I think it’s an empty gesture.

GAP and the Dress Normal tagline

When I first saw the tagline, I thought, “WTH, is this for realz!

What the heck does “dress normal” even mean? And if it means sporting GAP’s gear, then you can count me out! If dressing normal is nothing but wearing Plain Jane clothes, kill me now! 😀 (No offense to those who rock out with GAP; it’s just not my style…)

So you know me, I had to go and see what the hype was all about and why they chose to use those 2 words versus any of the other thousands of words in the English language.

Here’s what I found:

Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves. ~GAP Inc.

Now THAT is a model I can get behind!

Yes, we should dress how we wanna dress, don’t worry about trends, and be our most comfortable in our clothes, whatever they may be, right?

But I don’t know if the tagline Dress Normal actually represents what they’re trying to say.

At least I didn’t get that AT ALL when I first saw that phrase.

Do you? What do you think about when you see Dress Normal?

There are even some commercials they’ve had created to instill this idea into their audience even more firmly. But I have to be honest with you. I don’t get them. I mean, I kinda get them but I don’t. Maybe because I’m not in their target market. That’s why I don’t shop at GAP.

I’m not going to link to the commercials. Just head over to YouTube and go to GAP’s page and you’ll see what I mean. It’s like those commercials where you don’t know what’s being advertised until the logo or brand pops up on the screen at the end and you’re like, “HUH?!?”

Over to you…

On one hand, I’m loving the reason they’re promoting this new campaign but not sure that when the tagline is seen alone, it does the reason justice.

Have you seen the GAP ads? What’s your take on this campaign to get people to “Dress Normal?” Share you thoughts in the comments!

Personally, I would have penned, “Dress UNnormal.” You know me. 😉


Wassuper, it’s yo girl, Kesha and I believe we should Be the Fruit Loop in a world full of Cheerios because life is more interesting when you dare to be different and challenge what’s “normal!” I am wildly passionate about helping highly driven women pursue fantabulous relationships, juicytastic careers/bizzes, and authentically inspired lives.

Is GAP Really Encouraging You to “Dress Normal?”
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  • The first ad I saw from the campaign was in a magazine that said “Black is normal.” I took it as a reaction to the “Orange is the new black” “Pink is the new black” “Stripes are the new black” “Whatever-color-of-the-season is the new black” and that’s how I read the “dress normal” when I first saw it at the mall.

    • Heeeey Laura! What magazine was that in (“Black is normal”)?

      On another note, girrrrlll, do you watch Orange is the New Black? That’s my show! LOL

  • Oh my gosh! Now I’m afraid I mis-quoted it. Maybe it was “Normal is the new black.” And I’d guess it ran in either W, Vogue, People, or maybe Parents magazine (doubt that one but you never know!).

    I need to get on watching that show! Have heard so many good things about it!

    • Yes chile! That show is the truth and hilarious as heck! So if you like drama, suspense, comedy, ratchedness, back stabbing, and more – this show has it all! I can’t wait for next season already (although I already binge watched season 2) LOL

  • it makes me side eye every time i see it…they would have been so much better off just saying do you or be you. there are just so many issues with the word “normal”…

    • Heeeeey Jaye! You said it – anything would have been better than “dress normal.” Maybe they need us on their advertising/PR team. 😉


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