The archives at Gap Inc’s headquarters in San Francisco are a record of past glory. Campaign shots from the 1990s, taken by star photographers like Annie Leibovitz, show models such as Naomi Campbell and actresses like Demi Moore in the Gap uniform of worn jeans and plain shirts. Lately the retailer has been trying to get some of that cool back. A campaign last year starring Katseye, a Gen Z girl group, was more music video than ad; young teens soon began copying the moves on TikTok, a short-video app.
