WATCH: Gap champions originality in Spring campaign featuring Tyla

Gap has launched a new campaign showcasing its Spring 2024 collection, with the help of Grammy Award-winning artist Tyla.

According to the fashion brand, the new campaign serves as a “celebration of self-expression and individuality through fashion, music and dance”, with each frame of the 80-second spot showcasing the brand’s newest Linen Collection.

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Gap’s Spring 2024 campaign launches across digital media, out-of-home, video, social and Gap brand channels.

Featuring the worldwide hit “Back On 74” by the BRIT Award-nominated Jungle, the campaign was inspired by the track’s official video, which became a global phenomenon on TikTok, with many influencers creating dance routines to the song.

Gap will also collaborate with Jungle and Tyla to create an in-store playlist, which will also be available on Spotify, the fashion brand revealed.

According to Gap, Tyla’s creativity and authenticity align seamlessly with Gap’s commitment to championing originality.

Gap President and CEO, Mark Breitbard said: “Working with talent who embody the spirit of originality is not just a choice, but a commitment to our brand’s heritage.

“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.”

Tyla added: “It’s an absolute honour to be in a Gap campaign – so many iconic artists have worked with Gap and I now get to be one of them.

“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.”