Tyla Dazzles In New ‘Gap Spring Campaign’

Gap debuted its Spring 2024 campaign featuring linen as a canvas for original style. The campaign serves as a celebration of self-expression and individuality through fashion, music and dance.

Starring Grammy Award–winning artist Tyla, the campaign embraces Gap’s roots as a pop culture brand working with artistic originals across fashion and music. Each frame showcases seamless motion and effortless movement of the brand’s newest Linen Collection, inviting wearers to make each piece their own.

Featuring worldwide hit “Back On 74” by the BRIT Award–nominated Jungle, with original choreography by Shay Latukolan, the campaign is directed by Jungle’s J Lloyd and Charlie Di Placido and 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, the 22-year-old sensation born and raised in South Africa, is making waves with her recent Billboard Hot 100 hit “Water.” With a massive following, she has captivated audiences with dance routines and song covers, showcasing her unique style and individuality. Tyla‘s creativity and authenticity align 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,” states 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.”

Founded by childhood friends J Lloyd and Tom McFarland, Jungle‘s genre-blurring mix of timeless disco, hip-hop, funk and future-facing production, along with their expressive and inventive visual aesthetic, have cemented their status as one of the UK‘s biggest and most exciting bands.

Gap’s Spring 2024 campaign launches across digital media, out-of-home, video, social and Gap brand channels today, February 27th. Gap will also collaborate with Jungle and Tyla to create an in-store playlist, which will also be available on Spotify.

Check Out The “Linen Moves” Visual!