Fashion bloggers help fill in the Gap

NEW YORK — Gap Inc. is turning to the blogosphere for its new "Be Bright" global marketing campaign. The company announced that it has partnered with six fashion and lifestyle blogs to promote its spring collection.

The "Be Bright" campaign will leverage the popularity of the blogs Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG to showcase how Gap's key pieces can be styled in a variety of ways. The looks will live on the partners’ sites within a Gap branded experience where people can get style inspiration, learn about the products featured, and click to purchase right from the experience. The looks can also be shared on Facebook, Pinterest, Tumblr, Twitter and Stumbleupon, creating a dynamic social experience.

 “Be Bright speaks to what has always been the heart and soul of Gap—casual American style that’s relevant for today and rooted in optimism,” said Seth Farbman, Gap’s global chief marketing officer. “We’ve been infusing a new energy and confidence into our product and how we express who we are to our customer. It started with our 1969 jeans and premium black pants and continues this spring with our colored denim and khakis.”

 “By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” added Farbman.