Promoting its Fall 2024 collection, clothing brand Gap worked with Grammy-nominated pop star Troye Sivan on its ‘Get Loose’ campaign.

To celebrate the brand’s 55-year heritage in denim, the Fall 2024 collection features a selection of loose styles. These are intended to “allow for self-expression”, says Mark Breitbard, President and CEO, Gap.

Encapsulating the loose and expressive nature of the collection, the ‘Get Loose’ campaign stars Troye Sivan and the CDK Company, a dance group, in its hero film. Through the dance art form the campaign exudes self expression and brings fun to audiences.

The troupe performs choreography by Sergio Reis set to the soundtrack of ‘Funny Thing’ by Thundercat, which has found internet fame on social media apps like TikTok. The full video features 90 seconds of synchronised, expressive movement from dancers in Gap’s Fall 2024 collection.

Pieces from the collection include the Men’s Baggy Jean, in rigid dark wash denim, and the Supima Relaxed Tee in white, both of which Sivan wears in the campaign video. For his second look, he sports the ‘90s Loose Cargo Jean in brown and the Heavyweight Zip Hoodie and Corduroy Jacket.

Other pieces include baggy jeans, denim cargos, classic tess, and utility articles - leaning into a 90s style, with plenty of space for personalised styling and creativity. The collection and campaign are centred around creating room for self-expression.

Breitbard gave further insight, saying: "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”.

With Sivan front and centre, ‘Get Loose’ solidifies Gap as a brand with its finger on the pulse of popular culture. A major international success, the South African-born and Australian-raised pop star has found fame amongst younger generations of music lovers.

Sivan is set to tour with ‘brat’ singer, Charli XCX, from September 2024, supporting as part of the international ‘Sweat’ tour. The campaign is perfectly timed with the pop star’s current spike in relevance.

Speaking on his involvement, Troye Sivan commented: "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. I'm honoured to be part of something that embodies such effortless style and self-expression”.

The campaign launched across digital and print media in late August. It was also rolled out across out-of-home, video and socials. Agency Buttermilk assisted with social media, pulling on influencer marketing with dancers, skaters and those in the fashion space, to create content featuring the new collection.

Further solidifying the collaboration, the brand and Sivan have created an in-store playlist - available on Spotify.

An expressive and fun campaign, ‘Get Loose’ by Gap combines fashion, dance and pop culture to solidify the brand as one with its finger on the pulse. The expressive dance concept brings to life the intention behind the collection in a clear and memorable way.