Gap Launches Spring 2024 Campaign Featuring GRAMMY Award-Winning Artist Tyla

Gap Launches Spring 2024 Campaign Featuring GRAMMY Award-Winning Artist Tyla
© Gap

Gap, the American fashion brand, has launched its Spring 2024 campaign. The campaign highlights the use of linen as a canvas for original style, celebrating self-expression and individuality through fashion, music, and dance.

The campaign features GRAMMY® Award-winning artist Tyla as its star, embodying Gap’s roots as a pop culture brand that collaborates with artistic originals in fashion and music. The frames showcase the effortless movement of the brand’s latest Linen Collection, inviting wearers to make each piece their own.

The campaign features the worldwide hit “Back On 74” by the BRIT Award–nominated Jungle, with original choreography by Shay Latukolan. Directed by Jungle’s J Lloyd and Charlie Di Placido, the campaign is inspired by the track’s official video, which became a global phenomenon on TikTok and inspired a dance craze with over a billion views.

Tyla, a 22-year-old South African artist, is making waves with her recent Billboard Hot 100 hit “Water.” She has captivated audiences with her unique dance routines and song covers, showcasing her creativity and authenticity. Tyla’s style aligns seamlessly with Gap’s commitment to championing originality.

“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.”

Jungle is a UK band founded by childhood friends J Lloyd and Tom McFarland. Their unique blend of disco, hip-hop, funk, and future-facing production has earned them a reputation as one of the biggest and most exciting bands in the country. In addition to their music, their expressive and inventive visual aesthetic is also a significant part of their appeal.

“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’s 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 latest Gap collection features iconic silhouettes in their signature linen fabrications. The campaign focuses on the ease and versatility of the pieces that allow for free-flowing movement and effortless style. The Linen Collection is convenient to wear, versatile, and easy to machine wash. Some of the collection staples include the Linen Cropped Boyfriend Shirt, 100% Linen Boyfriend Shirt, Linen Button-Up, and the 365 Linen-Blend Trouser.

The campaign cast wears a mix of several linen and linen-blend items styled 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 items from the collection. These include the Linen Halter Vest, the Linen Cargo Wide-Leg Pant, the Linen Long Sleeve Button-Up, and the Linen ’90s Loose, a new take on the classic pant.