The Avett Brothers Get their 'Shine' in Gap's New 'Icon Redefined' Collection

Awhile back, Gap launched its global marketing campaign for fall 2012, called Shine. Now it's introducing a new collection within that campaign, billed as Icon Redefined. To market it, the department store chain is "featuring an eclectic mix of musicians and dancers wearing Gap's signature pieces updated with a modern design point of view and rich fall color palette," according to a press release. Among those musicians are Concord natives Seth and Scott Avett of The Avett Brothers.

Credit: Gap Inc.

Joining the Avetts in the promotional campaign are pop duo Karmin; professional "Jookin" dancer Lil' Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm. So as you can see, Gap is truly redefining icons and not going for the typical mainstream artists.

The Avett Brothers also appear in a Gap commercial, which you can see below, where they perform a snippet of their new single "Live and Die." The 30-second clip is part of an eight-week content series being featured on Gap's social media channels (Facebook, Twitter, etc.; the Avetts' image is currently Gap's Twitter background).