Gap gets loose with pop star Troye Sivan in latest dance-heavy ads [Video]

Dive Brief:

• Gap debuted its fall campaign, which stars pop artist Troye Sivan and focuses on a seasonal collection of loose-fit denim, per a press release. 
• “Get loose” shows Sivan and the group CDK Company as they dance to the beat of “Funny Thing,” a Thundercat song made viral by social media. Choreography by Sergio Reis, a prior Sivan collaborator, emphasizes the flow of Gap’s baggy clothes.    
• The celebrity led effort will appear in digital, print, out of home, video, social and Gap’s owned channels beginning Wednesday. “Get loose” extends Gap’s marketing strategy of partnering with pop stars and promoting creative that is keyed into social media trends.   

Dive Insight:

With “Get loose,” Gap is fully embracing the return of baggy clothing, part of a larger resurgence in style trends fixated on looks that were popular in the ‘90s …