Gap has picked Tyla to lead its new campaign, marking a celebration of self-expression and individuality through fashion, music, and dance.
The singer from South Africa is featured in her very first fashion campaign for the company’s upcoming Spring 2024 line.
The campaign, directed by Jungle’s J Lloyd and Charlie Di Placido and featuring the worldwide hit “Back On 74,” is a visual and auditory feast. It draws inspiration from Gap’s roots as a pop culture brand, collaborating with artistic originals in both fashion and music. Tyla, born and raised in South Africa, brings not just her music but her unique style and authenticity to every frame, aligning 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.”
The Linen Collection, Gap’s canvas for self-expression, features iconic silhouettes worn by Tyla and the cast. The pieces, including the Linen Cropped Boyfriend Shirt and Linen Button-Up, allow for free-flowing movement and effortless style, encapsulating Gap’s commitment to comfort and versatility.
In addition to the visual campaign, Tyla and Jungle will collaborate with Gap to curate an in-store playlist, creating a holistic experience for consumers. The campaign, launched on 27 February 2024, spans various media channels, building anticipation for Tyla’s upcoming performance at Coachella in April 2024 and the release of her debut album in March 2024.
This collaboration with Gap positions Tyla not only as a musical sensation but as a fashion icon, inviting fans and fashion enthusiasts alike to join in the celebration of music, style, and the art of self-expression.
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