Gap, Troye Sivan, denim, Get Loose campaign
The fall campaign, titled “Get loose,” features Grammy-nominated global pop star Sivan and the dance group CDK Company, with direction and choreography by Sergio Reis. Set to Thundercat’s viral hit “Funny Thing,” the film, shot by Dan Martensen in a warehouse, reunites Sivan and Reis, who teamed on projects before.
The bigger picture at Gap is about “putting fun, confident, bold points of view back into the brand as we are on a reinvigoration journey here,” Breitbard said. That bolder approach started with Gap’s spring 2024 “Linen Moves” campaign launched late last February. It featured South African singing star Tyla.
Born in South Africa and raised in Australia, Sivan is known for blending electro pop and smooth melodies. “Being part of the Gap campaign and wearing their denim feels like a perfect fit. Dance has become a staple in my life, giving me confidence and a sense of timeless cool,” Sivan said in a statement.
Dance has been a recurring element in Gap campaigns. “In video, we have a heritage of dance. We have a heritage of music, and we have a heritage of individuals and originals. I don’t think we are wedded to just one way of doing it. We believe fashion is entertainment and about keeping it new, and the ‘Get Loose’ campaign really lent itself to dance. We think it’s really on brand and celebrating the DNA of Gap.
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