- Gap has dropped a new fall campaign that encourages consumers to “Denim on Your Own.”
- The spot features musician Malcolm Todd and actress Inde Navarrette performing to Robyn’s “Dancing on My Own” and is directed by Tanu Muino.
- The effort runs across Gap’s digital and social channels, email, retail, OOH including billboards in NYC Times Square and Sunset Boulevard, as well as paid media across YouTube, TikTok, Meta, Pinterest and creator partnerships.
Gap is using this new campaign to reach a new generation of creative voices, by highlighting emerging artists and highlighting self-expression.
The campaign messaging leans into Gap’s push to celebrate individuality through the arts. The “Denim on your own” tag line positions Gap’s classic apparel as ideal everyday clothing for artists.
“For this campaign, we didn’t simply ask Malcolm to cover ‘Dancing On My Own,’ we asked him to reinterpret the song through his own perspective,” said Fabiola Torres, chief marketing officer of Gap brand. “That same spirit of making something your own defines GapDenim – a collection designed for people to find the fits and styles that feel uniquely theirs. It’s how Gap has connected with culture for generations, and how we continue to inspire originality today.”
