Troye Sivan Dances Into Gap’s ‘Get Loose’ Campaign
Summer might be cooling off, but Gap is still feeling the rush.
On Wednesday, the Gap Inc.-owned brand unveiled its fall collection of baggy and loose-fitting jeans and accompanying campaign starring Australian singer-songwriter and actor Troye Sivan.
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“This fall, we are celebrating Gap’s 55-year heritage in denim with a collection of loose styles that allow for 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 locations.
In keeping with the brand’s tradition of partnering with music’s biggest stars, Gap released an energetic campaign titled “Get Loose,” featuring Sivan who’s notoriously known for styling loose jeans with shrunken T-shirts.
In the 30-second campaign, Sivan and the dance group CDK Company recreates the viral dance from his music video “Rush” while dancing to Thundercat’s song “Funny Thing.”
“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,” Breitbard said.
The film, shot by Dan Martensen, features Sivan dancing in dark wash baggy jeans paired with a relaxed Supima cotton T-shirt. In his second look, Sivan wears the ‘90s loose cargo jean in brown, styled with Gap’s heavyweight zip hoodie and a corduroy jacket.
Meanwhile, the cast of dancers are wearing a variety of Gap’s new fall denim, including women’s baggy, extra baggy and denim cargo pants. These styles are paired with classic tees, shirts and utility pieces.
“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,” Sivan said. “I’m honored to be part of something that embodies such effortless style and self-expression.”
Campaign content will be shared across digital and print media, out-of-home, video social and Gap brand channels. Gap is also collaborating with Sivan to create an in-store playlist, which will also be available on Spotify.
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