With the Autumn Winter ’10 campaign captured by The Sartorialist, GAS marks a return to simplicity in a new, more active, contemporary vein.

Why is life so complicated? But above all, what do each of us do to make it simpler? These are the mysterious questions that greet visitors to the campaign mini-site www.standupforsimplicity.com. Street photos and Internet. Maximum simplicity with maximum modernity. This is GAS today.

If GAS’s historic payoff was “Keep it Simple”, the AW 2010 campaign revives the concept of simplicity and endows it with a new more active, positive and contemporary value, which interprets the need for essentiality that is blowing through society including fashion circles, today.

Simplicity is not something implicit, but a goal to reach for with courage, awareness and determination. So says the GAS jeans AW2010 campaign created by the Kennedy+Castro advertising agency and photographed in Berlin by the guru of street fashion, Scott Schuman alias The Sartorialist. 

Schumann’s photos are simple, informal shots taken on the streets of the Mitte borough in former East Berlin. Stars of the photographs are the simplifiers, six young people chosen by way of a street casting in Berlin and whose looks and enthusiasms represent the simplicity activists movement that is at the heart of the “Stand Up for Simplicity” campaign. In addition, an interactive look book will make exploring the collection more practical and fun for GAS clothes addicts. “The campaign – says Barbara Grotto, GAS Advertising Director – is the ideal follow-up to a course to reclaim simplicity, a concept that has always been part of the company’s DNA.