The six winners from the competition will appear in the new Gap print advertising. There are 24 finalists at present, ranging from a nine-year-old wrestling star from Ohio to a New York lawyer.
Gap's advertising over the last couple of years has become increasingly celebrity led. The recent "For every generation" campaign tapped the faces of some well-known stars such as Marianne Faithfull and Willie Nelson, along with less recognisable faces such as Ryan Adams. Prior to this, the clothing chain ran a campaign starring Dennis Hopper, Kate Beckinsale and 'Lord of the Rings' star Orlando Bloom.
Visitors to Gap stores will see pictures of all 24 finalists and can vote until January 28.
Kyle Andrew, vice-president of marketing for Gap, said: "The finalists we selected are photogenic and have great personal style, which is exactly what we are looking for. Now everyone across the country will have the opportunity to pick their favourites, voting for the six winners who will appear in a print ad in 2003."
Gap has hired Laird & Partners in March 2002 to handle creative advertising, after a period of handling the work in-house. Last December, it appointed Leo Burnett to work on refining brand positioning and developing longer-term marketing strategies.
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