Gap has recently launched its fall campaign, featuring pop artist Troye Sivan and focusing on a seasonal collection of loose-fit denim. The campaign, titled “Get loose,” showcases Sivan and the group CDK Company dancing to the beat of “Funny Thing,” a Thundercat song that went viral on social media. The choreography by Sergio Reis emphasizes the flow of Gap’s baggy clothes, highlighting the trend of oversized clothing that is making a comeback from the ‘90s and early 2000s.
The choice of Troye Sivan as the face of the campaign is strategic, given his massive following of over 39 million across his social channels. Known for his music videos featuring elaborate dance routines, Sivan brings a sense of creativity and self-expression to the campaign. The ads feature Gap’s fall denim collection, including the men’s Baggy Jean, Supima Relaxed Tee, and ‘90s Loose Cargo Jean, all designed to embrace the loose-fit trend.
Gap’s CEO, Mark Breitbard, described “Get loose” as a celebration of the brand’s 55-year history in denim and a way to use fashion as a means of self-expression and entertainment. The campaign not only showcases the clothing but also includes a curated in-store playlist by Sivan, available on Spotify, adding an interactive element for consumers.
In line with recent marketing trends, Gap has chosen to feature a soundtrack by Thundercat, aligning with the brand’s efforts to tap into viral TikTok songs. This strategy aims to appeal to Gen Z consumers who are drawn to fast fashion and social media trends. By partnering with popular artists and incorporating dance-heavy advertising, Gap is positioning itself as a relevant and engaging brand for younger audiences.
Gap Inc., the parent company of Gap, has made significant changes to its marketing strategy in recent months. With the appointment of Fabiola Torres as global CMO and the selection of Omnicom Media Group as the cross-brand media agency of record, the company is working towards greater cohesion and standardization across its portfolio. These efforts have resulted in positive momentum for Gap Inc., with net sales increasing by 3.4% year over year in Q1.
Overall, Gap’s fall campaign featuring Troye Sivan and the “Get loose” theme is a bold and creative approach to showcasing the brand’s denim collection. By tapping into social media trends, partnering with popular artists, and embracing the resurgence of baggy clothing, Gap is positioning itself as a relevant and engaging choice for consumers looking to express themselves through fashion.