FEBRUARY

https://youtu.be/8unVMB-LoT8?si=gApUp_-oF-S7Ezg4

The Gap campaign features rising South African singer and recent Grammy winner Tyla, moving effortlessly to the sound of Jungle’s much-loved ‘Back on 74’, with the original beloved choreography of Shay Latukolan. Unexpected yet exceptional.

The campaign is a tug-of-war between old and new, as well as a celebration of versatility and mobility, and as Tyla herself phrased it ‘a true celebration of music, fashion and dance’. The Y2K styling, coupled with the distinctly retro sound makes the collection appeal to any and all, all whilst promoting effortlessly simple style.

Titled ‘Linen Moves’, the spring collection consists of free-flowing linen pieces in various silhouettes, from oversized shirts and button ups to linen trousers and crop tops. The emphasis on neutral tones is what makes these pieces a must-have for any wardrobe, and is perfectly reflected in the nonchalant coolness of this campaign, right in time for summer.

The use of movement is pivotal in highlighting Tyla’s relatability and versatility amongst newer fans, who may be more familiar with her domination of TikTok. For those of us who were lucky enough to be aware of her artistry prior to the success of “Water”, it is simply a reminder of her multi-talent.

As for the choice of ‘Back on 74’, the choreography, music video’s aesthetic and dancers were a proven hit by the end of last year. Viewers are destined to love the campaign in some capacity, whether it be for the sound of summer or the linen neutrals.

Gap has been no stranger to incorporating pop culture in their advertisements, with previous campaigns including the likes of SZA and Alanis Morissette. This campaign however, has managed to perfectly re-establish a freshly bold approach to Gap’s culture where it otherwise has arguably slipped under the radar in the last few years. It is a modern reminder of the brand’s emphasis on individuality and movement, and certified marketing genius.