Gap has launched its Fall 2024 campaign, showcasing a vibrant mix of dancers and artists who use the brand's denim collection as a platform for creative expression. This campaign celebrates individuality through the fusion of fashion, music, and dance.
Titled "Get Loose," the campaign features GRAMMY-nominated pop sensation Troye Sivan alongside the dance ensemble CDK Company, with choreography and direction by Sergio Reis. Set to the infectious beat of Thundercat's hit "Funny Thing," the film, captured by Dan Martensen, brings together Sivan and Reis once more, highlighting original choreography that allows dancers to move freely in baggy and loose-fitting denim, encouraging personal style and self-expression.
"This fall, we are celebrating Gap's 55-year heritage in denim with a collection of loose styles that allow for self-expression," said Mark Breitbard, President and CEO, Gap. "Our new campaign featuring Troye Sivan perfectly captures the spirit of this moment with an attitude that showcases the movement of our denim and delivers fashion as entertainment."
Gap's fall denim line is all about embracing creativity. The performers demonstrate the adaptability of the new denim styles, showcasing complete outfits that embody both a comfortable fit and a "get loose" attitude:
Troye Sivan sports the Men's Baggy Jean in a rigid dark wash, paired with a white Supima Relaxed Tee. In another look, he dons the '90s Loose Cargo Jean in brown, complemented by a Heavyweight Zip Hoodie and a Corduroy Jacket.
The dancers flaunt a variety of Gap's latest fall denim in seasonal colors and styles. Notable pieces include women's Baggy, Extra Baggy, and Horseshoe Jeans, along with men's '90s Loose Jean, Baggy Jean, and Denim Cargos, all styled with classic tees, shirts, and utility garments.
Hailing from South Africa and nurtured in Australia, Sivan has made a name for himself with his distinctive sound that fuses electro pop with smooth melodies. His unique style is a true reflection of his vibrant personality and artistic vision. With a staggering social media following exceeding 39 million, he has rapidly risen to prominence as one of the most admired figures in contemporary pop culture, amassing a devoted global fanbase that has accompanied him on his evolution from actor to vlogger to award-winning musician.
"Being part of the Gap campaign and wearing their denim feels like a perfect fit. Dance has become a staple in my life, giving me confidence and a sense of timeless cool," said Troye Sivan. "I'm honored to be part of something that embodies such effortless style and self-expression."
The Fall 2024 campaign for Gap kicks off today, August 21, across various platforms including digital and print media, out-of-home advertising, video, social media, and Gap's own channels, showcasing the latest fall denim collection available for purchase both in stores and online.
Additionally, Gap is teaming up with Troye Sivan to curate an exclusive in-store playlist, which will also be accessible on Spotify. Keep an eye out for more exciting updates as we strive to inspire and empower everyone to showcase their unique originality.
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