American retailer Gap has launched its Fall 2024 campaign, making waves with a fresh approach to the denim world.

The campaign, titled “Get Loose,” features GRAMMY®-nominated pop star Troye Sivan and high-energy dance troupe CDK Company.

Shot by Dan Martensen and featuring the viral song “Funny Thing” by Thundercat, the campaign film is captivating. Choreographed by Sergio Reis, the campaign showcases Gap’s new denim collection through a fluid display of self-expression, with each dance move reflecting the search for the perfect pair of jeans.

“Dancing has become an integral part of my life and gives me confidence and a sense of timeless cool,” said Sivan. “Being part of the Gap campaign and wearing their jeans feels like a perfect combination.” In fact, Sivan’s effortless style comes through when he wears the Men’s Baggy Jean, a dark-wash jean with a nostalgic touch.

With the arrival of fall, Gap is introducing a new denim collection. The fall collection offers a variety of washes and fits to suit every taste. For women, the Baggy, Extra Baggy and Horseshoe jeans offer both impressive shape and comfort. The men’s collection, including the 90s Loose Jeans, Baggy Jeans and Denim Cargos, pays homage to the grunge era with a modern twist.

Gap’s style includes classic t-shirts, utility pieces and shirts that complement the denim and create timeless and accessible looks.

With 39 million followers on social media, Troye Sivan embodies Gap’s ethos. His transformation from actor and vlogger to award-winning musician resonates with Gap’s diverse global customer base. Sivan will also curate an in-store Spotify playlist to enhance the shopping experience.

Mark Breitbard, President and CEO of Gap, notes: “This fall, we’re celebrating Gap’s 55-year heritage in denim with a collection of relaxed styles that allow for self-expression… Our new campaign with 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 fall denim collection is now available in stores and online.