Gap Turns the NYC MetroCard Blue in Giant New Ad Campaign


For the first time ever, the Metropolitan Transit Authority of New York is now selling ads that entirely cover its MetroCard tickets. The ticket is an ad. Gap stepped up to buy an entire run of the cards new fun-size billboards, which were made blue and emblazoned with Gap logos. Aside from the shape and the black magnetic strip there is no outward indication that the cards are MetroCards — no MetroCard logo, no M.T.A. name, nothing. The blue cards also double as Gap coupons. The value of the Gap deal to the cash-strapped agency was not disclosed, but when the new ad space was announced, the MTA said the cost would be between $50,000-$5 million depending on the number of cards and the duration of the campaign. [NYTimes]

Rihanna Instagrammed a photo of her ads for her fragrance, Nude. “Make sure you smell sexy, especially naked, this fall,” she added. [@Rihanna]

Here are some more pictures of the H&M/Margiela collection. [Fashionologie]

  • Balenciaga is soliciting questions from the public for Kristen Stewart, who, in her capacity as brand ambassador for one of its perfumes, will (once all the questions about Rupert Sanders and oral sex have been screened out) answer them in a live-streamed interview. If you want to make some P.R. intern’s life more interesting, you can submit a question or questions here. [Grazia]
  • Barneys is closing its Dallas store. Although in May C.E.O. Mark Lee said the troubled retailer had no plans to shutter any stores, employees were given the news yesterday. No word on how many jobs will be lost. [WWD]
  • MTV rounded up a list of more than 40 rap songs that have now been made obsolete by the Yves Saint Laurent brand name change to “Saint Laurent Paris.” Or whatever the fuck it’s called now. Surprisingly, only two of the songs are by Kanye West. [MTV Style]
  • Ivanka Trump‘s favorite midnight snack food is Polly-O string cheese. [WWD]
  • Behind-the-scenes paparazzi photos of the Dolce & Gabbana spring campaign — currently shooting in Taormina, Sicily, the site of the brand’s July couture show — reveal that it features Monica Belluci and Bianca Balti. No word on which one gets to model the mammy earrings and dresses. [Fashionista]
  • Model Lily Kwong says of studying at Columbia, “during my first week of classes in 2009 when a girl blew into my Contemporary Civilization class in head-to-toe Comme Des Garcons I remember thinking: ‘Ahhh, I landed at the right school!’” [Fashionista]
  • Poppy Delevingne got engaged to her boyfriend James Cook. He proposed with a ring in a custom-made Anya Hindmarch box full of photos of the couple. [Telegraph]
  • L’Oréal is denying it has any plans to sell the Body Shop chain after a Daily Mail article reported that the beauty brand was on the block, citing sources at competitor Lush cosmetics. [WWD]
  • Jemma Kidd‘s beauty line has entered bankruptcy administration with debts of over £2 million. [Telegraph]
  • Marni says it is looking for investment capital to fund the family-owned company’s continued growth. Marni says it expects to realize revenue of $167.1 million this year, or a 10% increase over 2011. [WWD]
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