Part of our 12 Pokes of Christmas. Look out for more in the coming weeks.
This comfy Fairisle sweater. It’s not just a sweater. No. It’s a work of art. It shouldn’t simply be slung over the back of a chair. It deserves to be displayed in a Chelsea art gallery.
Or so Gap would have it. The US retailer has styled itself as the champion of normcore, urging its customers to ‘Dress normal’. But, with a recent crop of 10 mini-spots promoting its holiday gift range, it appears there’s a spirit of artistic experimentation buttoned up inside Gap’s knitwear.
Filmed in a neutral gallery setting, Gap’s knits and accessories adorn a series of bizarre installations, among them slot racing shoes, a troupe of dancing sweaters and a perpetual high-five machine. It’s all strangely mesmerising. And at the same time, affirming. Now, when we pull on our cosy sweaters, it makes us feel ever so slightly edgy.