Awkwafina Joins the "Now Generation" for Gap Logo Remix Campaign

Awkwafina Joins the "Now Generation" for Gap Logo Remix Campaign


Awkwafina Joins the "Now Generation" for Gap Logo Remix Campaign

The actress unites with her fellow influencers like SZA and Miles Heizer for the new campaign.

The actress unites with her fellow influencers like SZA and Miles Heizer for the new campaign.

Text: Gillian Rivera

The Gap continues to celebrate the cultural zeitgeist with a new campaign, leading up to the 2018 Grammy Awards, for the ‘Gap Logo Remix’ collections. The campaign features a global cast of talent who are remixing creative culture on their own terms, whether that be through music, acting, comedy, activism, or being a strong self-expressive voice in today’s society. This lineup includes SZA, Sabrina Claudio, Naomi Watanabe, Brea Vinaite, Connor Franta, Maya Jama, Miles Heizer, Sir John, and Metro Boomin, who remixed Thompson Twin's "Hold Me Now" with his signature 808 Beat for the campaign. The collection features signature men and women's styles, including tees, rugby shirts, and sweatshirts, all stamped with logos from past decades.

Awkwafina, a comedian, rapper, author, and actress, is spotlighted in the campaign. As an advocate for Asian-American and female representation in the media, the NYC native stands part of the “Now Generation," a conglomerate of individuals who speak on a range of issues that impact today’s society. This campaign serves as a platform for Awkwafina and her peers to share their passions, ideologies, and spark much-needed conversations about self-expression. For V, Awkwafina breaks down how it feels to be part of this cast, what inspires her to create, and what success really means to her.

What to you does this diverse band of people included in this campaign represent?

The group of people that are in the ad, I met them when I came in and it was pretty mind-blowing. It was people that, I definitely felt a part of a certain generation, and I think that it’s so diverse in everything they do, not only just the backgrounds of everybody, and to be a part of the such an American staple like Gap is, is mindblowing. There's two Asian women, it’s me and Naomi Watanabe which I think, even just that, that there was another Asian women there with me, it was great, really cool.

What, for you personally, does being at the forefront of this campaign mean?

I think that a big part of if you do want to redesign or reevaluate anything in a big way is to have your face known, and I think that this Gap ad, it didn’t come just after, like for me, I worked for a couple years and I feel like what this did more than anything is give me a certain validation that what I did counted to someone, and that it stuck out to someone and I think when Asian American girls, it’ll make their dreams a little bit bigger. They’ll be able to achieve what they want to do.

You have 2 forthcoming films, Crazy Rich Asians with Constance Wu, and Ocean’s 8, which includes a powerhouse line up. How did working with these people make you feel? Do you feel like you’ve reached a different level of success?

The first part of your question, working with that group of women was incredible, it was empowering in every sense of the word, it was...before I met them I was really nervous because they’re idols. So it’s like, how do you go into a group of idols without worrying about coming off word or saying something weird, and I was having these nightmares but then I met them and they were all incredibly warm and to a place I never thought it would be imaginable, we became something of a little family towards the end. The second part of your question, dealing with a different area of success, I think that success is super subjective. People have been telling me that I’m gonna be famous since my Youtube video had 800 views. I am a serial pessimist, I’ve always been, so I think that even if it seems that I’m reaching any level of success, I think that inside I still feel the same and I still feel like there's a lot more work to be done. I hope that my life doesn’t change because I know that I won’t.

Along with this campaign and your two upcoming films, you have a freshly dropped album, and even released a New York City travel guide. What motivates and inspires you to do all these different projects and to reach out into these different realms?

I never wanted to do anything that I didn’t know I could do, you know? And I think it comes to comedy and music, those are two things that are incredibly important to my identity and they’re two things that I knew if I did and put myself out there in a big way and risked the idea of never ever having a normal office job ever again because I was embarrasing on the internet, I had a certain level of confidence and so when it comes to talking about things that I can talk about, like I can talk for hours about New York City in every way, genefrafication, it’s history, a certain neighborhood, and I can also talk about my experiances as being an Asain American women who never felt represented in any way, and so I feel like whatever you feel like you can do, that makes you happy inside in your soul, you should do becuase it’s the easiest work you’ll ever do.

Going back to your work with the Gap, in what way do you want your involvement, if in any way, have any impact on Asian American representation in the way that the fashion industry markets?

I personally have not seen a group of people like this in any ad, so that’s one thing. And I think that it shows the message of the “new America” also like we’re not there, but we’re getting there and I think we’re taking the right steps. I think that we’re also realizing that as a nation that we’re all different, we’re not one. In that, what makes up one is that we’re all American, and in the ad, not all the people in it are American but they represent something that I think we’re progressing towards. In terms of the fashion industry, yes, I think that it’s important that when branding and when catering toward an audience, you count everyone that will be participating in that exchange and that includes people who come from different backgrounds. I think that in general, with my face in it, the ad will affect especially Asain American representation, I think it’ll send a really important message.

The collection will be available online starting January 27th, and in select store globally on January 29th.


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