Gap's clothing has always been normcore, but now that normcore is (supposedly) becoming a huge trend on its own, Gap really wants to remind everyone just how incredibly normal its clothing really is. Its new ads feature celebrities like Girls' Zosia Mamet and Boardwalk Empire's Michael K. Williams looking pretty good and pretty norm, with the photos bearing the catchphrase "Dress Normal" in the corner. In a press release, Gap says that normal is all about individuality, and that it's trying to challenge popular notions of normal. It also brings up millennials, which, given the whole normcore thing, makes a lot more sense.