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Response from Gap, Inc.

In response to my letter “C’mon Gap” complaining about photoshopping and using emaciated models, Gap, Inc. sent me this letter below.

gap-response

Ultimately, the proof is in the pudding. I’ll do what I did with the Athleta complaint, start watching their ads and hoping that they’ll start representing real girls and real women.

One drop causes one ripple causes one wave. Fingers Crossed.

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C’mon GAP

Dear Art Peck – CEO of Gap & Jeff Kirwan – President of Gap

Awhile back I wrote a blog about Athleta and their non-use of any women of color in their catalogues.

Now same company, different division needs some of our attention.

Gap. C’mon with the emaciated models who have been photoshopped within an inch of their lives. Women don’t have thigh gaps like that unless they’re starving themselves…is that what you want to promote? Seriously??

There was a string of talk by women here in Saint Paul about your ads and how disappointed they are that you market such images. In this Facebook group, there are 400 women. 400 women. That’s a focus group. And all of us are disgusted.

I’m going to give you some feedback – ready? I buy your jeans. And I am a big, strong girl. I lift weights and have a bodacious ass and muscular thighs. I buy your t-shirts. They are long enough for my torso and are fitted beautifully. MOST OF THE CLOTHES IN MY WARDROBE ARE FROM GAP.

So come in real close here, cuz I’m going to whisper something to you…

I’m your customer. I spend some cash at your stores and online. I have a GAP card! AND YOU ARE MISSING THE MARK PROMOTING STARVING WOMEN WITH NO MEAT ON THEIR BONES. It makes no sense!!!!! You sell great products – why do you have to pander to absolutely unrealistic images set forth by whom…??? The market?

YOU. GAP…BE A LEADER IN THE MARKET!!!!!!

Watch the movie “Embrace” and see that there is a rolling thunder of women who are f(*&&king TIRED of this bulls(*&t.

So tired.

Do better.

For the love of women everywhere…do better.

If you want to make your voice heard, contact Mr. Peck or Mr. Kirwan. You can mail or call them at

San Francisco
2 Folsom St.
San Francisco, CA 94105
650-952-4400

There’s no way to e-mail them, but you can shoot an e-mail to their press department at press@gap.com.

Here’s are more links: http://www.gapinc.com/content/gapinc/html/topnavtoolbar/contactus.html#headquarters

Let’s do this.

Sarah Turino – Turino Fitness – Saint Paul, MN