Gap unveils Spring 2024 campaign starring artist Tyla

American fashion brand Gap unveiled on Tuesday its Spring 2024 campaign, placing linen at the forefront of original style with Grammy Award-winning artist Tyla. 

The campaign, a mix of fashion, music, and dance, embraces Gap’s roots as a pop culture brand and commitment to celebrating self-expression and individuality, with the 22-year-old sensation Tyla who embodies the spirit of originality that Gap seeks to champion.

“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.”

Collaborating with Tyla is the music duo Jungle, recognized for their blend of disco, hip-hop, and funk. Their track “Back On 74,” featured in the campaign, serves as a fitting backdrop for Gap’s latest collection, which recently ignited a dance craze on TikTok.

“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 campaign highlights Gap’s newest Linen Collection, emphasizing the ease and versatility of linen fabrications. From the Linen Cropped Boyfriend Shirt to the Linen Long Sleeve Button-Up, each piece is designed to empower wearers to express their unique personalities.

The campaign cast wears a mix of several linen and linen-blend items dressed in neutral and tonal styles. In particular, Tyla wears the Linen Cargo Pant and Crop Top. 

The campaign launches across various digital platforms and Gap brand channels on Tuesday. Gap is expected to further collaborate with Jungle and Tyla to curate an in-store playlist, offering customers an immersive experience both online and offline.