Gap rocks its latest dance-heavy commercials with pop star Troye Sivan
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Diving certificate:
- According to a press release, Gap unveiled its fall campaign, starring pop artist Troye Sivan and focusing on a seasonal collection of loose-fitting jeans.
- “Get Loose” finds Sivan and the group CDK Company dancing to the beat of “Funny Thing,” a Thundercat song that went viral on social media. Choreography by Sergio Reis, a former collaborator of Sivan’s, emphasizes the flow of Gap’s loose clothing.
- The celebrity-led campaign will appear across digital, print, outdoor advertising, video, social media and Gap’s own channels starting Wednesday. “Get Loose” expands Gap’s marketing strategy of partnering with pop stars and promoting creative content that aligns with social media trends.
Diving insight:
With “Get Loose,” Gap welcomes the return of baggy clothing, part of a larger revival of style trends fixated on looks popular in the ’90s and early 2000s (a time when the brand was a much stronger cultural force). To showcase a fall denim collection that emphasizes baggy fits, the retailer enlisted Sivan, a critics’ favorite who has amassed over 39 million followers on his social channels.
Sivan is known for music videos that feature elaborate – and sometimes daring – dance routines. In “Get Loose,” the pop singer is backed by CDK Company and reteams with choreographer Reis, who previously worked with Sivan on hits like “Rush.” The ads feature pieces like the Men’s Baggy Jean, Supima Relaxed Tee and 90s Loose Cargo Jean. The collection is available in stores and online now, while Sivan is curating an in-store playlist that will be available on Spotify.
In a press release, Gap CEO Mark Breitbard described “Get Loose” as a celebration of the retailer’s 55-year denim history and an opportunity to use fashion as a means of self-expression and entertainment.
While Sivan is the star of the seasonal campaign, the soundtrack is by another artist, Thundercat, which aligns with Gap’s recent marketing campaign that attempted to capitalize on viral TikTok songs. Gap’s spring campaign was based on “Back On 74,” a single by Jungle that took off on the video-sharing app thanks to an elaborate, one-shot music video. That campaign was fronted by singer Tyla, who had just won her first Grammy.
Gap’s choice of celebrity ambassadors and dance-heavy advertising are part of the retailer’s marketing to Generation Z, a cohort drawn to fast fashion and foreign competitors like Shein. Other retailers that shined in the Y2K era have made a comeback recently, including Abercrombie & Fitch.
Gap Inc., Gap’s parent company, has been overhauling its marketing strategy in recent months. In May, it named former PepsiCo marketer Fabiola Torres as global chief marketing officer, a role designed to bring more cohesion to a portfolio that also includes Banana Republic and Old Navy. Omnicom Media Group was named the cross-brand media agency the same month, strengthening its relationship with Omnicom. Gap Inc. then created a new Marketing Shared Services unit that standardizes media functions across the company and includes shared media services, marketing intelligence and marketing support.
At Gap Inc., first-quarter net sales rose 3.4% year-over-year to $3.4 billion, a sign of positive momentum following the appointment of Richard Dickson as CEO last August. The retailer reports its second-quarter results on August 29.
