American retailer Gap unveils its fall 2024 campaign, making an impact on the denim landscape. Titled "Get loose," the dance-infused campaign stars none other than GRAMMY®-nominated pop sensation, Troye Sivan, alongside the dynamic CDK Company dance troupe.
The Rhythm of Rebellion
Set against the infectious beats of Thundercat's viral hit "Funny Thing," the campaign film, shot by Dan Martensen, is riveting. Sergio Reis's choreography transforms Gap's new denim line into a fluid display of self-expression. Each movement seems to envision how to define your own perfect pair of jeans.
"Dance has become a staple in my life, giving me confidence and a sense of timeless cool," Sivan shared. "Being part of the Gap campaign and wearing their denim feels like a perfect fit." And perfect it is—Sivan's effortless cool is palpable as he moves in the Men's Baggy Jean, a dark wash rigid denim tinged with nostalgia.
Denim Diaspora
As the leaves begin to turn, Gap has a new take on denim for the fall. The collection offers a spectrum of washes and fits that cater to every whim and fancy.
For women, the Baggy, Extra Baggy, and Horseshoe Jeans promise a shape that's commanding and comfortable. The men's line, featuring the '90s Loose Jean, Baggy Jean, and Denim Cargos, is a nod to the era of grunge—reimagined for the modern iconoclast.
Gap's styling—classic tees, utility pieces, and shirting that complement the denim, further create looks that are classic and accessible.
The Sivan Effect: Style Meets Substance
With his 39 million-strong social media following, Troye Sivan reflects the Gap ethos—his journey from actor and vlogger to award-winning musician resonates with the versatile Gap customer across the globe.
In addition to the campaign, Sivan will also curate an in-store playlist coming to Spotify. This innovative collaboration is transforming retail into an immersive experience.
Mark Breitbard, President and CEO, Gap, remarks, “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."
The fall denim collection is available now in stores and online.