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GAP是如何迷失自己的(上)
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这种运动衫与其说是彰显时尚品味，不如说是希望用合理的价格带来舒适的穿着。
双语精读
Shrinking the Gap: how the clothing brand lost its way
缩小差距：服装品牌Gap是如何迷失方向的
Bring to mind, if you will, Gap's classic logo hoodie. You know the one: three bold letters arranged in an arch across the chest.
如果你愿意，想想Gap印着logo的经典款卫衣。你知道的：三个粗体字母在胸前呈拱形排列。
It was everywhere in the 1990s and 2000s sold in a rainbow of saturated colours.
在20世纪90年代和00年代，这种卫衣随处可见，以彩虹般的各种饱和颜色出售。
This sweatshirt didn't signal a taste for fashion so much as a desire for comfort at a reasonable price.
这种运动衫与其说是彰显时尚品味，不如说是希望用合理的价格带来舒适的穿着。
It was like the air we breathed, or the muzak floating around as we prowled the mall, ever-present and hardly worth remarking upon.
它就像我们呼吸的空气，或者逛商场时听到的背景音乐，无时无刻不在，几乎不值得一提。
Over the years, the sweatshirt faded out of view, until, in 2020, an odd thing happened: it suddenly became a hot fashion item at the hands of gen Z.
多年来，这种运动衫逐渐淡出人们的视线，直到2020年，一件奇怪的事情发生了：它突然成为Z世代手中的热门时尚单品。
On Instagram and TikTok, stylish young influencers started posting photos and videos of themselves wearing Gap hoodies. Suddenly these hoodies looked rather hip and cool.
在Ins和TikTok上，时尚的年轻网红开始上传自己穿着Gap卫衣的照片和视频。突然之间，这些卫衣看起来相当时髦酷炫。
The YouTube star Emma Chamberlain posted a series of photos of herself on Instagram, her expression oscillating between detached, sleepy, and slightly mournful, as she stood next to a pool wearing white bikini bottoms and a navy Gap logo hoodie.
油管明星艾玛·张伯伦在Ins上发布了一组照片，她站在泳池边，表情时而疏离，时而困倦，时而略显哀伤，她身上穿的是白色比基尼下装和藏蓝色的Gap卫衣。
The post received more than 2.4 million likes. Over the next few months, numerous influencers incorporated the sweatshirt into their outfits on social media.
这个帖子获得了超过240万个赞。随后几个月里，众多网红在社交媒体上把Gap卫衣加入了她们的穿搭中。
Barbara Kristoffersen, a Danish influencer with almost 748,000 followers on Instagram, wore a brown Gap hoodie with wide-leg brown pants and a matching Louis Vuitton handbag.
在Ins上拥有近74.8万粉丝的丹麦网红芭芭拉·克里斯托弗森穿着棕色Gap卫衣和棕色阔腿裤，还搭配了一个LV手提包。
The UK-based Lucy Page, with 12,400 followers on Instagram, wore it with cow-print pants and chunky sneakers.
英国的露西·佩奇在Ins上有12400名粉丝，她用奶牛印花裤子和厚底运动鞋搭配Gap卫衣。
"I wish I could tell my younger self that she'll be back to wearing GAP hoodies in the future," Page wrote on Instagram.
佩奇在Ins上写道："我希望能告诉年轻时的自己，她将来还会穿Gap卫衣。"
Soon enough, TikTok's amateur fashion commentators were declaring the Gap logo hoodie a full-on trend. What happens on fashion TikTok tends to be fleeting, but sometimes these trends are signs of broader shifts in the culture.
很快，TikTok的业余时尚评论员就宣布Gap卫衣是一种全面的潮流。TikTok上的时尚风潮是转瞬即逝的，但有时这些趋势表明更广泛的文化转变正在发生。
Natalie Langhorne, who posts fashion-related videos on TikTok, told me that conditions were prime for a Gap comeback.
在TikTok上发布时尚相关视频的娜塔莉·朗霍恩告诉我，Gap再度流行的条件非常成熟。
Young shoppers were going wild for logo-heavy clothes from brands like Nike, Gucci and Louis Vuitton, and, chronically nostalgic for the recent past, they were adopting "Y2K fashion" in droves.
年轻消费者疯狂购买耐克、古驰和路易威登等带有醒目的品牌logo的服饰，他们长期怀念不久之前的过去，成群结队地拥抱"Y2K时尚"。
"Gap literally fits all of that criteria," said Langhorne, who is 24 and lives in Philadelphia.
住在费城的24岁的朗霍恩说："Gap完全符合所有这些标准。"
词汇预习
comeback [高考]
美[ˈkʌmbæk] | 英[ˈkʌmbæk]
n. 恢复；东山再起；机智的回答；反唇相讥
numerous [高考]
美[ˈnuːmərəs] | 英[ˈnjuːmərəs]
adj. 为数众多的；许多
odd [高考]
美[ɑːd] | 英[ɒd]
adj. 奇数的；古怪的；零散的；剩余的
prime [高考]
美[praɪm] | 英[praɪm]
adj. 主要的; 基本的; 最好的; 首选的 n. 鼎盛时期 v. 事先指点; 事先准备
logo [高考]
美[ˈloʊɡoʊ] | 英[ˈləʊɡəʊ]
n. 商标；标识；图形
desire [高考]
美[dɪˈzaɪər] | 英[dɪˈzaɪə(r)]
n. 渴望；愿望；欲望 v. 渴望；向往；要求
media [高考]
美[ˈmiːdiə] | 英[ˈmiːdiə]
n. 传播媒介；(medium的复数)媒体；新闻媒介
trend [高考]
美[trend] | 英[trend]
n. 趋势；倾向；方位 vi. 倾向；转向
classic [高考]
美[ˈklæsɪk] | 英[ˈklæsɪk]
n. 杰作；古典作品；第一流艺术家 adj. 最优秀的；传统的；古典的
brand [高考]
美[brænd] | 英[brænd]
n. 烙印；商标；牌子；标记 vt. 加污名于；铭记；打烙印
rainbow [高考]
美[ˈreɪnboʊ] | 英[ˈreɪnbəʊ]
n. 彩虹；五彩缤纷的排列；幻想 adj. 五彩缤纷的；彩虹状的 v. 使呈彩虹状
self [高考]
美[self] | 英[self]
n. 自己；本性；自我 pron. 我自己；你自己；他或她自己 adj.同一的；纯净的；单一的 v. 近亲繁殖；自花授粉
amateur [高考]
美[ˈæmətər] | 英[ˈæmətə(r)]
n. 外行；业余爱好者 adj. 业余（爱好者）的
arch [高考]
美[ɑːrtʃ] | 英[ɑːtʃ]
n. 拱；拱门；拱状物 v. 成拱形；拱起 adj. 主要的；调皮的
navy [高考]
美[ˈneɪvi] | 英[ˈneɪvi]
n. 海军；船队；海军蓝 adj. 深蓝色的；海军蓝的
next to [高考]
美[nɛkst tu] | 英[nekst tu:]
邻近； 紧靠
a series of [高考]
美[ə ˈsɪriːz əv] | 英[ə ˈsɪəriːz ɒv]
一系列, 一连串
literally [高考]
美[ˈlɪtərəli] | 英[ˈlɪtərəli]
adv. 逐字地；按照字面上地；不夸张地；正确地；简直
bold [高考]
美[boʊld] | 英[bəʊld]
adj. 大胆的；陡峭的；醒目的；粗体的；无礼的
criteria [高考]
美[kraɪ'tɪriə] | 英[kraɪ'tɪəriə]
n. 标准；尺度；准则
stylish [四级]
美[ˈstaɪlɪʃ] | 英[ˈstaɪlɪʃ]
adj. 时髦的；流行的；潇洒的
chronically [六级]
美['krɒnɪklɪ] | 英['krɒnɪklɪ]
adv. 长期地
hip [六级]
美[hɪp] | 英[hɪp]
n. 臀部；髋；屋脊 adj. [非]时髦的；通晓的 int. （欢呼声）嘿
out of [六级]
美[aʊt ʌv] | 英[aut ɔv]
prep. 离…一段距离；从…里；离开 ...；出于
mournful [专四]
美[ˈmɔrnfl] | 英[ˈmɔ:nfl]
adj. 悲恸的；悲哀的；令人惋惜的
bikini [专八]
美[bɪˈkini] | 英[bɪˈki:ni]
n. 比基尼；三点式泳装
nostalgic [专八]
美[nəˈstældʒɪk] | 英[nɒˈstældʒɪk]
adj. 怀旧的；乡愁的
fleeting [专八]
美[ˈflitɪŋ] | 英[ˈfli:tɪŋ]
adj. 短暂的；疾驰的
ever-present [考研]
美['evəˌprezənt] | 英['evəˌprezənt]
adj. 经常存在的
重点讲解
Shrinking the Gap: how the clothing brand lost its way
缩小差距：服装品牌Gap是如何迷失方向的
arrange v.
1. 安排；筹备
【例】We arranged for a car to collect us from the airport.
我们安排了一辆轿车到机场接我们。
2. 排列；布置
【例】The books are arranged alphabetically by author.
这些书是按作者姓名字母顺序排列的。
She arranged flowers well.
她插花插得很好看。
Bring to mind, if you will, Gap's classic logo hoodie. You know the one: three bold letters arranged in an arch across the chest.
如果你愿意，想想Gap印着logo的经典款卫衣。你知道的：三个粗体字母在胸前呈拱形排列。
arrange v.
1. 安排；筹备
【例】We arranged for a car to collect us from the airport.
我们安排了一辆轿车到机场接我们。
2. 排列；布置
【例】The books are arranged alphabetically by author.
这些书是按作者姓名字母顺序排列的。
She arranged flowers well.
她插花插得很好看。
It was everywhere in the 1990s and 2000s sold in a rainbow of saturated colours.
在20世纪90年代和00年代，这种卫衣随处可见，以彩虹般的各种饱和颜色出售。
a rainbow of sth 各种各样的某物；五彩缤纷的某物
【例】a rainbow of new programs/shared bikes 令人眼花缭乱的新项目/五颜六色的共享单车
【拓展】to chase the rainbow 做白日梦
signal n. & v.
1. 作名词：信号；标志
【例】a warning/busy 警告信号/手机忙音
2. 作动词：发信号；示意
【例】This announcement signaled a clear change of policy.
这个声明显示政策有明显的改变。
【拓展】virtue signaling 释放美德信号（实际无作为）；面子工程
【例】We are not leaders in the fight against global climate change. We are stooges in a mock show of virtue signaling.
我们不是对抗全球气候变化的带头人，我们只是装模作样释放美德信号的滑稽角色。
not...so much as 与其说……还不如说
【例】It was not his appearance so much as his personality that attracted me.
与其说是他的外表，倒不如说是他的个性吸引了我。
【拓展】not so much as 甚至连……都不
【例】He would not so much as look at her.
他连看她一眼都不愿意。
This sweatshirt didn't signal a taste for fashion so much as a desire for comfort at a reasonable price.
这种运动衫与其说是彰显时尚品味，不如说是希望用合理的价格带来舒适的穿着。
a rainbow of sth 各种各样的某物；五彩缤纷的某物
【例】a rainbow of new programs/shared bikes 令人眼花缭乱的新项目/五颜六色的共享单车
【拓展】to chase the rainbow 做白日梦
signal n. & v.
1. 作名词：信号；标志
【例】a warning/busy 警告信号/手机忙音
2. 作动词：发信号；示意
【例】This announcement signaled a clear change of policy.
这个声明显示政策有明显的改变。
【拓展】virtue signaling 释放美德信号（实际无作为）；面子工程
【例】We are not leaders in the fight against global climate change. We are stooges in a mock show of virtue signaling.
我们不是对抗全球气候变化的带头人，我们只是装模作样释放美德信号的滑稽角色。
not...so much as 与其说……还不如说
【例】It was not his appearance so much as his personality that attracted me.
与其说是他的外表，倒不如说是他的个性吸引了我。
【拓展】not so much as 甚至连……都不
【例】He would not so much as look at her.
他连看她一眼都不愿意。
It was like the air we breathed, or the muzak floating around as we prowled the mall, ever-present and hardly worth remarking upon.
它就像我们呼吸的空气，或者逛商场时听到的背景音乐，无时无刻不在，几乎不值得一提。
prowl v.
1. （为捕猎等）潜行
【例】The tiger prowled through the undergrowth.
老虎悄然穿过矮树丛。
2. （因无聊、焦躁等）徘徊，走来走去
【例】I prowled around a farmer's field admiring the bridge.
我在一片农田里走来走去, 欣赏那座桥。
ever-present adj. 始终存在的
【例】an ever-present danger 始终存在的危险
【拓展】ever-growing problems/ever-youthful look 日益严重的问题/青春不老的容颜
Over the years, the sweatshirt faded out of view, until, in 2020, an odd thing happened: it suddenly became a hot fashion item at the hands of gen Z.
多年来，这种运动衫逐渐淡出人们的视线，直到2020年，一件奇怪的事情发生了：它突然成为Z世代手中的热门时尚单品。
prowl v.
1. （为捕猎等）潜行
【例】The tiger prowled through the undergrowth.
老虎悄然穿过矮树丛。
2. （因无聊、焦躁等）徘徊，走来走去
【例】I prowled around a farmer's field admiring the bridge.
我在一片农田里走来走去, 欣赏那座桥。
ever-present adj. 始终存在的
【例】an ever-present danger 始终存在的危险
【拓展】ever-growing problems/ever-youthful look 日益严重的问题/青春不老的容颜
On Instagram and TikTok, stylish young influencers started posting photos and videos of themselves wearing Gap hoodies. Suddenly these hoodies looked rather hip and cool.
在Ins和TikTok上，时尚的年轻网红开始上传自己穿着Gap卫衣的照片和视频。突然之间，这些卫衣看起来相当时髦酷炫。
hip adj. 时髦的
【例】She knows how to get into all of the hippest clubs and restaurants.
她对最时髦的俱乐部和餐厅了解得一清二楚。
【拓展】hipster/hippie 嬉皮士
【近义词】fashionable/trendy/chic/stylish 时尚的；时髦的
The YouTube star Emma Chamberlain posted a series of photos of herself on Instagram, her expression oscillating between detached, sleepy, and slightly mournful, as she stood next to a pool wearing white bikini bottoms and a navy Gap logo hoodie.
油管明星艾玛·张伯伦在Ins上发布了一组照片，她站在泳池边，表情时而疏离，时而困倦，时而略显哀伤，她身上穿的是白色比基尼下装和藏蓝色的Gap卫衣。
oscillate v. （情感或行为）摇摆，波动
【例】Her moods oscillated between depression and elation.
她的情绪时而抑郁，时而亢奋。
incorporate v. 将……包括在内；使并入
【例】Many of your suggestions have been incorporated in the plan.
你的很多建议已纳入计划中。
【搭配】incorporate sth into/in/within... 把某物纳入……中
The post received more than 2.4 million likes. Over the next few months, numerous influencers incorporated the sweatshirt into their outfits on social media.
这个帖子获得了超过240万个赞。随后几个月里，众多网红在社交媒体上把Gap卫衣加入了她们的穿搭中。
oscillate v. （情感或行为）摇摆，波动
【例】Her moods oscillated between depression and elation.
她的情绪时而抑郁，时而亢奋。
incorporate v. 将……包括在内；使并入
【例】Many of your suggestions have been incorporated in the plan.
你的很多建议已纳入计划中。
【搭配】incorporate sth into/in/within... 把某物纳入……中
Barbara Kristoffersen, a Danish influencer with almost 748,000 followers on Instagram, wore a brown Gap hoodie with wide-leg brown pants and a matching Louis Vuitton handbag.
在Ins上拥有近74.8万粉丝的丹麦网红芭芭拉·克里斯托弗森穿着棕色Gap卫衣和棕色阔腿裤，还搭配了一个LV手提包。
chunky adj. 厚实的；粗重的
【例】a chunky sweater/little boy 厚毛衣/壮实的小男孩
【拓展】chunk n. 大块；厚块
The UK-based Lucy Page, with 12,400 followers on Instagram, wore it with cow-print pants and chunky sneakers.
英国的露西·佩奇在Ins上有12400名粉丝，她用奶牛印花裤子和厚底运动鞋搭配Gap卫衣。
chunky adj. 厚实的；粗重的
【例】a chunky sweater/little boy 厚毛衣/壮实的小男孩
【拓展】chunk n. 大块；厚块
"I wish I could tell my younger self that she'll be back to wearing GAP hoodies in the future," Page wrote on Instagram.
佩奇在Ins上写道："我希望能告诉年轻时的自己，她将来还会穿Gap卫衣。"
chunky adj. 厚实的；粗重的
【例】a chunky sweater/little boy 厚毛衣/壮实的小男孩
【拓展】chunk n. 大块；厚块
Soon enough, TikTok's amateur fashion commentators were declaring the Gap logo hoodie a full-on trend. What happens on fashion TikTok tends to be fleeting, but sometimes these trends are signs of broader shifts in the culture.
很快，TikTok的业余时尚评论员就宣布Gap卫衣是一种全面的潮流。TikTok上的时尚风潮是转瞬即逝的，但有时这些趋势表明更广泛的文化转变正在发生。
fleeting adj. 短暂的；闪现的
【例】a fleeting thought/moment of happiness 闪现的念头/转瞬即逝的幸福时刻
prime adj.
1. 首要的；主要的
【例】The care of the environment is of prime importance.
保护环境是最重要的。
2. 最佳的；最适宜的
【例】Except for the head, the pelt was in prime condition.
除了头部之外, 这张毛皮完好无损。
Natalie Langhorne, who posts fashion-related videos on TikTok, told me that conditions were prime for a Gap comeback.
在TikTok上发布时尚相关视频的娜塔莉·朗霍恩告诉我，Gap再度流行的条件非常成熟。
fleeting adj. 短暂的；闪现的
【例】a fleeting thought/moment of happiness 闪现的念头/转瞬即逝的幸福时刻
prime adj.
1. 首要的；主要的
【例】The care of the environment is of prime importance.
保护环境是最重要的。
2. 最佳的；最适宜的
【例】Except for the head, the pelt was in prime condition.
除了头部之外, 这张毛皮完好无损。
Young shoppers were going wild for logo-heavy clothes from brands like Nike, Gucci and Louis Vuitton, and, chronically nostalgic for the recent past, they were adopting "Y2K fashion" in droves.
年轻消费者疯狂购买耐克、古驰和路易威登等带有醒目的品牌logo的服饰，他们长期怀念不久之前的过去，成群结队地拥抱"Y2K时尚"。
drove n. （走在一起的）人群
【例】On a hot day people head for the beaches in droves．
在大热天，人们成群地去海滩。
"Gap literally fits all of that criteria," said Langhorne, who is 24 and lives in Philadelphia.
住在费城的24岁的朗霍恩说："Gap完全符合所有这些标准。"
drove n. （走在一起的）人群
【例】On a hot day people head for the beaches in droves．
在大热天，人们成群地去海滩。
课后练习
Which of the following is true about Gap hoodies in the 1990s and 2000s?
A. They were notable for trendy designs.
B. They were a symbol of style and fashion.
C. They were common and affordable.
D. They were sold in large numbers.
According to the text, in 2020 Gap hoodies ____.
A. faded out of view in the fashion industry
B. shifted their design from casual to fashionable
C. were advertised as a hot fashion item on TikTok
D. attracted the interest of young internet celebrities
The example of Barbara Kristoffersen and Lucy Page shows that ____.
A. the style of Emma Chamberlain was copied by many
B. young people were eager to keep up with fashion
C. simple designs could withstand the test of time
D. a Gap craze was sweeping the social media
According to Natalie Langhorne, the Gap comeback is ____.
A. a proof of the fleeting fashion trends on TikTok
B. a natural choice made by the young consumers
C. an unpredictable shift in the popular culture
D. a victory of Gap against other clothing brands