Gap has unveiled its Fall 2024 campaign, celebrating its denim heritage with a ’90s-inspired collection. The ‘Get Loose’ campaign features pop star Troye Sivan and the dance group CDK Company, with choreography by Sergio Reis.
Mark Breitbard, president and CEO of Gap, stated that the collection embodies the brand’s 55-year legacy in denim, emphasising self-expression through its relaxed styles. Troye Sivan shared his excitement about the collaboration, noting that Gap’s denim aligns perfectly with his style and the confidence that dance brings him.
In the campaign, Sivan models Gap’s Men’s Baggy Jeans in rigid dark wash denim paired with a white Supima Relaxed Tee, as well as ’90s Loose Cargo Jeans in brown with a Heavyweight Zip Hoodie and Corduroy Jacket. The accompanying dancers showcase various Gap fall denim styles, including women’s Baggy, Extra Baggy, and Horseshoe Jeans, along with Men’s ’90s Loose Jeans, Baggy Jeans, and Denim Cargos.
Gap’s Fall 2024 campaign, launched on 21st August, spans digital, print, video, social media, and Gap brand channels. The fall denim collection is now available in stores and online. Additionally, Gap will collaborate with Sivan to curate an in-store playlist, which will also be available on Spotify.
