Gap’s Interactive Holiday Site Lets You Play Music With Your Stripes


An augmented reality experience enables users to create different sounds by activating their webcam and strumming stripy clothes

Emma Hutchings
  • 14 november 2014

Gap has partnered with the electronic music artist Blood Orange for an interactive experience created for the holiday season. ‘Play Your Stripes’ is an augmented reality experience on, a site that offers a holiday gift guide for stress-free seasonal shopping. The experience lets visitors create different sounds by activating their webcam and then strumming their stripy clothes.

Part of a campaign, created in collaboration with Wieden + Kennedy New York, ‘Play Your Stripes’ enables users to remix sounds on the track “It Is What It Is” by Blood Orange or create their own tunes using a variety of synthesized musical notes. These personalized creations can then be shared on social media.


The campaign also includes a series of ten short films that playfully give viewers a glimpse into the secret lives led by items of clothing, such as gloves and leggings. Gap’s Global Chief Marketing Officer, Seth Farbman, says:

Play Your Stripes encapsulates the lighter tone of our Dress Normal Holiday campaign, by reinventing the idea of gifting crazy stripe knitwear for a digitally focused audience. It also reflects the increasing focus on digital and social media engagement we have been building toward as a brand. We’re inviting our customers to put a smile on the face of family and friends by sharing their musical talents in a fun and highly seasonal way. Gap’s first store sold jeans and records, so it is fitting in the year of our 45th anniversary to have a link back to our musical heritage, but in a way that will resonate with today’s youth culture.

As well as the interactive online experience, Gap partnered with Blood Orange and visual artist/director Alex Da Corte to create a special video to drive consumers to ‘Play Your Stripes’. You can check out the video below:

Gap Gift Guide


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