Gap Partners With Troye Sivan To Drop Fall Line With a ’90s Twist

Fashion stalwart Gap has cranked up the volume for its Fall 2024 campaign, featuring dancers and artists showcasing its fall denim collection.

For years, the brand has used artists, celebrities, and social media influencers as known entities to celebrate its clothing lines. This year, the company partnered with Troye Sivan for its fall line with a ’90s twist.

According to a press release, the new campaign is called “Get Loose,” referencing baggy jeans popular in the 1990s. The campaign stars pop star Troye Sivan and the dance group CDK Company, with choreography by Sergio Reis.

The group dances to Thundercat’s “Funny Thing.” The original choreography showcases dancers in baggy, loose-fitting denim.

Mark Breitbard, president and CEO of Gap, said in the release, “This fall, we are celebrating Gap’s 55-year heritage in denim with a collection of loose styles that allow for self-expression. 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.”

“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,” said Sivan of the collaboration. “I’m honored to be part of something that embodies such effortless style and self-expression.”

According to the press release, during the ad, Sivan wears the Men’s Baggy Jeans in rigid dark wash denim and a white Supima Relaxed Tee. In a second look, Sivan wears the ‘90s Loose Cargo Jeans in brown with a Heavyweight Zip Hoodie and Corduroy Jacket.

The dancers accompanying Sivan wear several of Gap’s fall denim styles in seasonal washes and fits. These include women’s Baggy, Extra Baggy, and Horseshoe Jeans and Men’s ’90s Loose Jeans, Baggy Jeans, and Denim Cargos paired with classic tees, shirting, and utility pieces.

Gap marketing has tried to tap into viral TikTok songs recently, per Retail Dive. Gap’s spring campaign was based on “Back On 74.” That Tyla tune was huge on the sharing app, no doubt buoyed by her first Grammy win. 

Gap’s Fall 2024 campaign launched across digital and print media, out-of-home, video, social, and Gap brand channels on Aug. 21. The fall denim collection is available to shop in stores and online. Gap will also collaborate with Troye Sivan to create an in-store playlist, which will also be available on Spotify.