The Iconic American Fashion Brand Returns to
Its Musical Roots with British Band Jungle for Latest Campaign
Spotlighting Gap Linen
NEW
YORK, Feb. 27, 2024 /PRNewswire/ -- Gap,
the iconic American fashion brand, is proud to debut its Spring
2024 campaign featuring linen as a canvas for original style. The
campaign serves as a celebration of self-expression and
individuality through fashion, music and dance.
Starring GRAMMY® Award-winning artist Tyla, the
campaign embraces Gap's roots as a pop culture brand working with
artistic originals across fashion and music. Each frame showcases
seamless motion and effortless movement of the brand's newest Linen
Collection, inviting wearers to make each piece their own.
Featuring worldwide hit "Back On 74" by the BRIT Award–nominated
Jungle, with original choreography by Shay Latukolan, the campaign
is directed by Jungle's J Lloyd and Charlie
Di Placido and inspired by the track's official video, which
became a global phenomenon on TikTok and inspired a dance craze
with over a billion views.
Tyla, the 22-year-old sensation born and raised in South Africa, is making waves with her recent
Billboard Hot 100 hit "Water." With a massive following, she has
captivated audiences with dance routines and song covers,
showcasing her unique style and individuality. Tyla's creativity
and authenticity align seamlessly with Gap's commitment to
championing originality.
"It's an absolute honor to be in a Gap campaign – so many iconic
artists have worked with Gap and I now get to be one of them," said
Tyla. "I'm excited for my fans to see me do a new type of dance
where I'm styled in comfortable clothes with my own personal
touches. It was really fun – a true celebration of music, fashion
and dance."
Founded by childhood friends J Lloyd and Tom McFarland, Jungle's genre-blurring mix of
timeless disco, hip-hop, funk and future-facing production, along
with their expressive and inventive visual aesthetic, have cemented
their status as one of the UK's biggest and most exciting
bands.
"Working with talent who embody the spirit of originality is not
just a choice, but a commitment to our brand's heritage," said
Mark Breitbard, Gap's President and CEO. "This campaign pays
homage to Gap's iconic musical ads of the past while embracing the
diverse voices and talents that shape our present and future. We
continue to draw inspiration from artists who authentically express
themselves, using Gap style to reflect their unique
personalities."
The campaign highlights the ease and versatility of Gap's latest
collection of iconic silhouettes in its signature linen
fabrications. As a canvas for self-expression, the pieces in the
Linen Collection allow for free-flowing movement and effortless
style. Gap Linen is easy to wear, versatile, and conveniently
machine washable. Collection staples include the Linen Cropped
Boyfriend Shirt, 100% Linen Boyfriend Shirt, Linen Button-Up, and
the 365 Linen-Blend Trouser.
The campaign cast wears a mix of several linen and linen-blend
items dressed in neutral and tonal styles. Tyla wears the
Linen Cargo Pant and Crop Top alongside the rest of the cast styled
in other loose fit and utility-focused items from the collection,
such as the Linen Halter Vest, the Linen Cargo Wide-Leg Pant, the
Linen Long Sleeve Button-Up, and the Linen '90s Loose, which is a
new take on the classic pant.
Gap's Spring 2024 campaign launches across digital media,
out-of-home, video, social and Gap brand channels today,
February 27. Gap will also
collaborate with Jungle and Tyla to create an in-store playlist,
which will also be available on Spotify. Stay tuned for more
updates as we continue to inspire and empower individuals to
express their own originality. Follow @Gap to learn more.
Press Contact:
Gap | PR Consulting
gap@prconsulting.net
jenna_stone@gap.com
About Gap:
Gap is a globally recognized icon of casual American style. Founded
in San Francisco in 1969, Gap
champions originality by creating loved essentials and delivering
culturally-relevant experiences that celebrate individuality. Gap
is an adult apparel and accessories brand that offers GapKids,
babyGap, Gap Maternity, GapBody and GapFit collections. The brand
also serves value-conscious customers with exclusively designed
collections for Gap Outlet and Gap Factory Stores. Gap is the
namesake brand of the global specialty retailer, Gap Inc. (NYSE:
GPS) and connects with customers online and in company-operated and
franchise retail locations globally. For more information, please
visit www.gap.com.
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SOURCE Gap