Dive Brief:
- Gap debuted its fall campaign, which stars pop artist Troye Sivan and focuses on a seasonal collection of loose-fit denim, per a press release.
- “Get loose” shows Sivan and the group CDK Company as they dance to the beat of “Funny Thing,” a Thundercat song made viral by social media. Choreography by Sergio Reis, a prior Sivan collaborator, emphasizes the flow of Gap’s baggy clothes.
- The celebrity led effort will appear in digital, print, out of home, video, social and Gap’s owned channels beginning Wednesday. “Get loose” extends Gap’s marketing strategy of partnering with pop stars and promoting creative that is keyed into social media trends.
Dive Insight:
With “Get loose,” Gap is fully embracing the return of baggy clothing, part of a larger resurgence in style trends fixated on looks that were popular in the ‘90s and early aughts (a time when the brand stood as a much stronger cultural force). To show off a fall denim collection that emphasizes wide fits, the retailer has enlisted Sivan, a critical darling who’s amassed over 39 million followers across his social channels.
Sivan is well-known for music videos that feature elaborate — and sometimes racy — dance routines. “Get loose” sees the pop singer joined by CDK Company and reunited with choreographer Reis, who’s previously worked with Sivan on hit songs like “Rush.” Ads show off apparel including the men’s Baggy Jean, Supima Relaxed Tee and ‘90s Loose Cargo Jean. The collection is now available in stores and online while Sivan is curating an in-store playlist that will be available on Spotify.
In a press statement, Gap CEO Mark Breitbard described “Get loose” as a celebration of the retailer’s 55-year history in denim and a way to use fashion as a vehicle for self-expression and entertainment.
While Sivan is the star of the seasonal push, its soundtrack comes from a different artist, Thundercat, aligning with recent Gap marketing that has tried to tap into viral TikTok songs. Gap’s spring campaign was based on “Back On 74,” a Jungle single that took off on the video-sharing app thanks to an elaborate, single-take music video. That effort was led by singer Tyla, fresh off of her first Grammy win.
Gap’s pick of celebrity ambassadors and dance-heavy advertising is part of the retailer’s marketing to Gen Z, a cohort that has gravitated toward fast fashion and overseas rivals like Shein. Other retailers that shined bright in the Y2K era have experienced a comeback of late, including Abercrombie & Fitch.
Gap Inc., Gap’s parent company, has shaken up its marketing strategy in recent months. In May, it appointed former PepsiCo marketer Fabiola Torres as global CMO, a role that seeks to bring greater cohesion across a portfolio that also includes Banana Republic and Old Navy. Omnicom Media Group was named cross-brand media agency of record the same month, strengthening a relationship with Omnicom. Gap Inc. at the time launched a new Marketing Shared Services unit that standardizes media functions across the organization and includes shared media services, marketing intelligence and marketing enablement.
Gap Inc. saw net sales climb 3.4% year over year to $3.4 billion in Q1, a sign of positive momentum following the appointment of Richard Dickson as CEO last August. The retailer reports its Q2 results on Aug. 29.
