Summer may be cooling down, but the excitement at Gap is still high.
On Wednesday, the Gap Inc.-owned brand unveiled its fall collection of baggy and loose-fitting jeans and the accompanying campaign featuring Australian singer-songwriter and actor Troye Sivan.
“This fall, we’re celebrating Gap’s 55-year heritage in denim with a collection of relaxed styles that empower self-expression,” said Mark Breitbard, President and CEO of Gap.
The 35-piece collection retails for $39.95 to $168 and is available now on Gap’s website and in select Gap stores.
True to the brand’s tradition of collaborating with music’s biggest stars, Gap released a high-energy campaign called “Get Loose” featuring Sivan, who is known for pairing baggy jeans with shrunken T-shirts.
In the 30-second campaign, Sivan and dance troupe CDK Company recreate the viral dance from his music video “Rush” while dancing to Thundercat’s song “Funny Thing.”
“Our new campaign with Troye Sivan perfectly captures the spirit of this moment, with an attitude that shows the movement of our denim and delivers fashion as entertainment,” said Breitbard.
Directed by Dan Martensen, the film sees Sivan dancing in dark-wash baggy jeans paired with a casual Supima cotton t-shirt. In his second look, Sivan wears the ’90s-style loose cargo jeans in brown paired with Gap’s heavy zip-up hoodie and a corduroy jacket.
The dancers, meanwhile, wear a selection of Gap’s new fall jeans, including baggy, extra-baggy and denim cargo pants for women. These styles are paired with classic t-shirts, shirts and utility pieces.
“Being part of the Gap campaign and wearing their jeans feels perfect. Dancing has become an integral part of my life and gives me confidence and a sense of timeless cool,” said Sivan. “I’m honored to be part of something that embodies such effortless style and self-expression.”
Campaign content will be distributed across digital, print, outdoor advertising, social video channels and Gap brand channels. Gap is also working with Sivan to create an in-store playlist that will also be available on Spotify.
