Gap has launched a groovy new campaign starring Australian singer-songwriter Troye Sivan as he busts a move in the brand's latest fall denim collection.
The efforts are marked by a short spot titled "Get Loose," directed by Dan Martensen and choreographed by Sergio Reis.
Notably, the two are frequent collaborators of Sivan, having worked on the artist's music videos for "Rush" and "Got Me Started."
View this post on Instagram
Set to the song "Funny Thing" by Thundercat, the dynamic ad spotlights the artist and Netherlands-based dance troupe CDK Company, who are clad in the brand's new baggy denim.
Interestingly, the latest campaign also echoes Gap's previous dance-centered "Linen Moves" ad starring South African pop star Tyla.
The Deal with Gap Denim
Gap introduced its iconic denim in the 1969 opening of its first store in San Francisco. Here, the brand briefly sold blue Levi's jeans before it went on to manufacture its own.
View this post on Instagram
Over the decades, the fashion giant has built a legacy for itself, maintaining its status and relevancy through key collaborations with popular brands and top influencers.
Aside from the brand's iconic collaboration with Yeezy in 2020, it launched joint collections with streetwear brand Palace and womenswear brand Dôen earlier this year, expanding its reach to new audiences.
Gap also made notable appearances in prestigious fashion events such as this year's Met Gala, where actress Da'Vine Joy donned a custom denim dress designed by Gap Creative Director Zac Posen.
Gap CEO Richard Dickson emphasized the good storytelling and brand differentiation across the corporation's brands, which includes Athleta, Banana Republic, and Old Navy.
According to the company's earnings report in May, Gap Inc. brands' Q1 net sales have risen 3.4% YOY to $3.4 billion.
Thanks to Gap's successful brand marketing strategy, the company has recaptured some of its former glory as one of the biggest brands of the 90s.
Big Jeans for Big Moves
The spot begins with Troye Sivan walking into a dark empty room.
He looks at the camera and snaps his fingers, going into a routine as he's accompanied by a dance troupe.
View this post on Instagram
The Grammy-winning artist performs a stunning combination of large, contemporary dance moves mirrored by the rest of the cast.
Joyous and positive vibes characterize the ad, which features no dialogue.
After the dancers converge for a finale, they exit the scene, leaving Troye behind as he winks into the camera.
"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 Brand president and CEO Mark Breitbard said in a statement.
Gap has slowly made a comeback over the last two years, utilizing nostalgia to appeal to customers young and old alike.
Its most recent back-to-school campaign for GapKids (starring Napoleon Dynamite's Jon Heder and Efren Ramirez) also featured a dynamic dance routine performed by a set of children.
