American apparel brand GAP has been slammed over a new hoodie in which it called for unity amid the current US presidential election race.
The brand posted a video to its Twitter page of a half red (the colour of the Republican party), half blue (Democrats) jumper with the caption: “The one thing we know, is that together, we can move forward.”
The short, two-second ad showed the hoodie being zipped up as a metaphor for unity between the Democrats and Republicans.
The post, which has since been deleted, quickly went viral and was met with widespread criticism.
Worse, the campaign has been compared to Kylie Jenner’s infamous Pepsi ad where the young Kardashain tried to bring world peace via a can of fizzy drink.
“Read the room,” wrote one user. Another said: “Really? A red & blue hoodie is the healing ointment America needs?” Model and actress Chrissy Teigen wrote, “yay, we can just walk sideways depending on the city we’re in.”
yay we can just walk sideways depending on the city we’re in https://t.co/W8qyxfb05s
— chrissy teigen (@chrissyteigen) November 4, 2020
A GAP spokesperson told the New York Times the brand has been working to increase its relevance brand, and that the jumper was not a product for sale but rather the image has been made solely for social media.
The spokesperson said: “From the start we have been a brand that bridges the gap between individuals, cultures and generations”.
“The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity. It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”
