Iconic American clothing brand Gap has teamed up with Every Mother Counts to launch a new campaign starring Liv Tyler, Candice Swanepoel, Coco Rocha, Jurnee Smollett-Bell and Ali and Cass Bird. The campaign is entitled ‘Mama Said’ and aims to celebrate the joys of motherhood.
The campaign, which is in support of the non-profit organisation Every Mother Counts, is co-directed and soundtracked by Liv Tyler, who is the mother to two young children, Sailor, two, and Lula, 9-months. ‘I’ve always loved Gap,’ says Liv. ‘Growing up in America, Gap is such a big part of your life and I thought it was such a special thing to do a project that involves the mothers, the children and Every Mother Counts.’
Canadian supermodel Coco Rocha also features in the campaign. 'I've never felt so strong and powerful as I did bringing my daughter into this world,’ says Coco of her two-year-old daughter Ioni. ‘Being a mother is by far the most rewarding and beautiful experience I've ever had.’
South African supermodel and Victoria’s Secret Angel Candice Swanepoel gave birth to her son Anacã six months ago. 'Motherhood is so different for each woman,’ she says. ‘It’s your unique journey, and I love that I’m able to share my experience as a mother in this project.’
The campaign is in support of Gap’s partner Every Mother Counts – the non-profit organisation that is dedicated to improving maternity care and providing safe childbirth for women worldwide by raising awareness and funds.
The campaign video sets out to celebrate the wonders of childbirth and raising children, and features clothes from babyGAP and GAPKids, available to buy online and in store.
'Motherhood unites women across all walks of life and invokes feelings of love and strength in both children and adults,' says chief marketing officer for Gap Craig Brommers. 'It speaks to the core values of Gap as a brand.'
To donate to Every Mother Counts go to www.everymothercounts.org/product/donate.
Watch the 'Mama Said' campaign video below