Gap is leaning on the creator economy for a festive campaign to promote its CashSoft knitwear in the key festive gifting season.

The brand’s holiday campaign, ‘Give Your Gift’, champions creators and their talent, celebrating authentic voices and originality.

Gap is also leaning on the trend for long-form content with a 1 minute 20 hero video. The film features  a cast of creators covering Janet Jackson’s hit song, ‘Together Again’. From singers to songwriters, instrumentalists to poets, the advert brings social media stars and rising industry talents together and transforms them into a choir.

In time for the season of giving, the clothing brand is platforming its new collection of CashSoft knits - a material that is as soft as cashmere but easier to care for - which has been expanded with new designs and festive colourways.

The collection also features new tops, bottoms, and accessories, as well as matching family pyjamas, outerwear, and party dresses.

Samuel Bradley directed and shot the short film, with a cast including: Hana Effron,  a musician, Lamont Landers, a social-media native singer, ​Nyjah Music & Zyah Rhythm, a brother duo who cover songs, and Liamani, a singer and actress.

Also featured are Aneesa Strings, an artist and composer, Paige Fish, a writer and artist well-known on TikTok. As well as Amaria, a self-taught artist popular on social media and PawPaw Rod, who is known for topping the viral charts on Spotify in 2020.

By including such a wide range of creators, the ‘Give Your Gift’ campaign by Gap highlights talent and celebrates individuality in creativity.

Fabiola Torres, Chief Marketing Officer at Gap, said: “We want to be where our customers are, delivering engaging style-led content and quality products both in store and online. Partnering with the right talent drives cultural connections and builds community with new audiences. This year's campaign champions creators’ authentic voices and styles, celebrating their creativity and originality”.

Gap’s holiday campaign, ‘Give Your Gift’, launched in early November in stores and across digital media, video, social media, and brand channels.

By using a range of talented creators, paired with the range of styles in its latest collection, Gap’s latest campaign encourages authentic originality. This sentiment echoes the brand’s ‘Get Loose’ campaign from September of this year (2024), where a dancing Troye Sivan launched a range of denim intended to enable self-expression.

Gap shows that it is in tune with its consumers by tapping into creator culture and highlighting the range of its offering. Underlined by a focus on  clothing and accessories designed for versatile styling, to suit every individual. With gifting season underway, the ‘Give Your Gift’ campaign platforms the brand as a vibrant one-stop shop.