Gap has a rich history in denim. In 1969, it opened its first store in San Francisco, shipping blue Levi’s, before it launched its own range. Fast-forward to May 2024, when actress Da’Vine Joy Randolph arrived at the Met Gala in a custom Gap denim dress.
Now Gap is celebrating its deftness for denim with another nostalgia-leaning, dance-filled campaign.
The clothing brand is showcasing its fall denim collection with the help of Australian Grammy Award-nominated artist Troye Sivan, building on its similarly crafted “Linen Moves” spot that debuted in March and starred South African Grammy-winning artist Tyla.
Set to Thundercat’s “Funny Thing,” the “Get Loose” spot features Sivan alongside dancers from Netherlands-based CDK Company, all dressed head to toe in Gap’s new baggy and loose-fit denim.
The video was directed by Dan Martensen and choreographed by Sergio Reis, who worked with Sivan on music videos for his hit songs “Rush” and “Got Me Started.”
“This fall, we are celebrating Gap’s 55-year heritage in denim with a collection of loose styles that allow for self-expression,” Gap Brand president and CEO Mark Breitbard said in a statement. “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 brand reset pays off
Re-entering the cultural conversation has been at the forefront of Gap’s recent marketing campaigns. Over the past 18 months, the retailer has bet big on nostalgia to appeal to younger consumers and combat years of sluggish sales.
Recent work, including “Linen Moves” and back-to-school campaign “Just Dance,” have harked back to an aesthetic reminiscent of 1990s and 2000s Gap ads. “Get Loose” also features choreography “inspiring free movement and personal style,” per the brand.
Collaborations have been key to the brand’s marketing reset. Gap teamed up with skateboard and streetwear brand Palace in March for a 90s-inspired adult and streetwear clothing collection.
