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Gap teamed up with GRAMMY Award-winning artist Tyla and the BRIT Award-nominated band Jungle to redefine self-expression with its new Spring 2024 campaign for its Linen Collection.
The collection focuses on the ease, versatility and machine-washable convenience of the pieces, featuring iconic silhouettes like the Linen Cropped Boyfriend Shirt, Linen Button-Up and 365 Linen-Blend Trouser.
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Tyla expressed her excitement about being part of the Gap campaign, stating:
"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."
Known for her recent Billboard Hot 100 hit "Water," the 22-year-old sensation's unique style and creativity resonate well with Gap's commitment to championing originality.
"Working with talent who embody the spirit of originality is not just a choice, but a commitment to our brand's heritage," Gap President and CEO Mark Breitbard commented about working with Tyla.
“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.”
The Makings of Gap's Campaign
Directed by Jungle's J Lloyd and Charlie Di Placido, Gap's new campaign aims to celebrate individuality and original style.
It draws inspiration from the London-based band's worldwide hit "Back On 74," which became known for its dance craze on TikTok with over a billion views.
Jungle, founded by childhood friends J Lloyd and Tom McFarland, brings its genre-blurring mix of disco, hip-hop, funk and inventive visual aesthetic to Gap's campaign.
Original choreography by Shay Latukolan adds to the seamless motion and effortless movement showcased in the ad.
Gap's Spring 2024 campaign launches across various media channels including digital, social and out-of-home, aiming to inspire and empower individuals to express their own originality.
As part of the collaboration, Gap will work with Jungle and Tyla to create an in-store playlist, further connecting fashion, music and self-expression.
Editing by Katherine 'Makkie' Maclang
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