Just in time before Mother’s Day, Gap has launched a new campaign celebrating famous mothers and their children. Actress Liv Tyler (who co-directed the campaign with Paola Kudacki), models Candice Swanepoel and Coco Rocha, actress Jurnee Smollett-Bell and Cass & Ali Bird appear in the shoot. Called ‘Mama Said’, the video is set to the tunes of ‘Let Your Love Flow’ performed by Jurnee. As part of the campaign, Gap will issue a call of action for people to make a donation to Every Mother Counts. The organization helps provide safe childbirth and pregnancy for women around the globe.
“I often think of the things my grandmother and my mother have been telling me my whole life. Remembering what your ‘mama said’ as a child and growing up is very important. I often try to think of things that I can say to my children in a way that they can hear me the same way I heard my mom,” says Liv.
Gap ‘Mama Said’ 2017 Campaign