Mumbai: Gap has debuted its Fall 2024 campaign, featuring dancers and artists showcasing the brand’s fall denim collection as a canvas for creativity. The campaign looks to champion originality through fashion, music, and dance.
The campaign, titled ‘Get loose’, stars pop star Troye Sivan and the dance group CDK Company, with direction and choreography by Sergio Reis. Set to Thundercat’s ‘Funny Thing’, the film, shot by Dan Martensen, reunites Sivan and Reis and features original choreography showcasing dancers in baggy and loose-fit denim, inspiring free movement and personal style.
“This fall, we are celebrating Gap’s 55-year heritage in denim with a collection of loose styles that allow for self-expression. 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” said Mark Breitbard, president, CEO Gap.
Gap’s fall denim collection aims to offer opportunities for self-expression. The cast of performers showcases the versatility of Gap’s new denim assortment, styled in head-to-toe looks that celebrate both a fit and “get loose” mindset:
Troye Sivan wears the Men’s Baggy Jean in rigid dark wash denim with the Supima® Relaxed Tee in white. Sivan also wears the ‘90s Loose Cargo Jean in brown styled with the Heavyweight Zip Hoodie and Corduroy Jacket in his second look
The dancers wear Gap’s new fall denim in seasonal washes and fits. Key styles include the women’s Baggy, Extra Baggy, and Horseshoe Jeans, plus Men’s ’90s Loose Jeans, Baggy Jeans, and Denim Cargos paired with tees, shirting, and utility pieces.
Born in South Africa and raised in Australia, Sivan is known not only for his sound, blending electro-pop and smooth melodies but also for his style that perfectly reflects his personality and art. He has a combined social following of over 39 million.
“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. I’m honoured to be part of something that embodies such effortless style and self-expression” said Troye Sivan.
Gap’s Fall 2024 campaign is running across digital and print media, out-of-home, video, social, and Gap brand channels with the fall denim collection available to shop in stores and online now. Gap will also collaborate with Troye Sivan to create an in-store playlist, which will also be available on Spotify.
