Into The Hollywood Groove!
Welcome back to “The Immaculate Collecting”! As you may remember ten years ago, in Summer 2003, Madonna signed a contract with “the GAP” for a promotional campaign.
The Queen of pop, supported by Missy Elliott, was asked to promote the new line of
corduroy jeans. A succesful tv commercial, titled “A New Groove, A New Jean” reprised
Madonna’s classic 1985 hit Into The Groove mashed up with her then latest hit Hollywood
into something surprisingly called “Into The Hollywood Groove“.
A promotional two track cd, with the track used in the commercial plus one of the already available remixes of “Hollywood”, was given out free to customers who were buying one of the corduroy jeans!
As the obsessive cd collector I was at the time, I wasn’t just happy with only one copy of the
“Into The Hollywood Groove” cd in my collection, I wanted more! So basically I spent a week
buying a jeans from a store, getting the free cd that came with it, then claiming my statutory
consumer rights by returning the jeans and… keeping the cd as no store cleck actually asked to give it back, and start the process again in another GAP store…
Ok, going back to the promotion. Customers were also presented with the chance to have the jeans customized for free with their own monogram
during one day events held at selected flagship stores in the US, UK and France.
The first copy of my GAP cds came with the Jeans I had monogrammed at the event held at the London
flagship store in Oxford Street on August 22and 2003.
The line of people was quite long and the monogramming process using embroidery machines took forever!
Almost a day spent inside the Gap store, but honestly it was worth it. Thank god my name also starts
with an M so I got the exact same letter design shown on the GAP cd!!!
Ten years later I can say that I actually never ever
wore those jeans and the cd didn’t become the ultimate Madonna rarity but still, they remind me
some great days spent in London with great friends! And that’s the greatest thing, when the items you collect also come with great memories!
See you next time
xx
Mario