Gap launched a new yet familiar campaign for its Spring 2024 linen collection starring Grammy Award-winning artist Tyla.
The campaign recreates the music video for “Back On 74” by Jungle with the 22-year-old South African “Water” singer at the center. The music video became a global phenomenon last year on TikTok and inspired a dance craze with over a billion views. Jungle’s J Lloyd and Charlie Di Placido directed the campaign video.
“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.”
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Dance and music are a winning combination for Gap. The campaign nods to the brand’s iconic 1998 “Khaki Swing” campaign and 1999 “Everybody In Cords” campaign, in which a cast of models dressed in neutral basics sing “Mellow Yellow” by Scottish singer-songwriter Donovan.
“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 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 new campaign showcases Gap’s Spring 2024 linen collection including the linen cropped boyfriend shirt, 100 percent linen boyfriend shirt, linen button-down shirt, 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 linen items from the collection, such as a halter vest, wide-leg cargo pants, long-sleeve linen-shirt and the ’90s Loose—a new take on the classic linen pant.
Gap’s campaign will be shared across digital media, out-of-home, video, social and Gap brand channels. Gap will also collaborate with Jungle and Tyla to create an in-store playlist, which will also be available on Spotify.
