On August 21, American fashion brand Gap announced its new Fall 2024 campaign, “Get Loose,” featuring Grammy-nominated global pop star Troye Sivan.
In the campaign video, under the choreography and direction of Sergio Reis, Sivan and the dance group CDK Company showcase Gap’s new denim collection, emphasizing themes of freedom of movement and self-expression. The video is set to Thundercat’s hit song “Funny Thing,” blending fashion, music, and dance into a unified presentation.
Mark Breitbard, President and CEO of Gap, stated, “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 campaign is being rolled out across digital, print, social media, and in-store channels, with the new denim collection already available for purchase. Additionally, a collaborative in-store playlist with Troye Sivan will be available on Spotify.
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