In an era where fashion serves as a canvas for individuality, Gap's latest commercial, “Get Loose,” epitomizes the revival of ‘90s style, while inviting viewers to embrace self-expression through fashion.
Featured prominently in this celebration of denim is singer Troye Sivan, who captures the essence and energy of the campaign. According to Gap CEO Mark Breitbard, the initiative serves as a homage to the company’s heritage in denim, while utilizing fashion as a vehicle for entertainment and self-expression.
The “Get Loose” ad showcases Gap’s quintessential pieces, including the Men’s Baggy Jean, Supima Relaxed Tee, and ’90s Loose Cargo Jean. These pieces not only embody the aesthetic of the decade, but also displaying opportunities and possibilities in clothing customization and personal style.
Against a backdrop of dynamic choreography by Sergio Reis, viewers are transported back to a time when baggy jeans and relaxed silhouettes ruled the streets. The ad’s soundtrack, “Funny Thing” by Thundercat, perfectly complements the lively visuals, infusing the entire campaign with an upbeat and carefree vibe.
Troye Sivan’s involvement in the campaign speaks volumes about its ethos. Speaking on his experience, he stated,
“Being part of the Gap campaign and wearing their denim feels like a perfect fit. Dance has become a staple in my life, giving me confidence and a sense of timeless cool. I'm honored to be part of something that embodies such effortless style and self-expression.”
The resurgence of baggy jeans and cargo styles in contemporary fashion can largely be traced back to their original roots in the 1990s, a decade characterized by style icons like Tupac and TLC, who popularized these relaxed fits. Heavily influenced by hip-hop culture, skater style, and the grunge movement, baggy jeans emerged as a symbol of creativity and youth. However, by the early 2000s, the fashion landscape shifted with the rise of “indie sleaze,” leading to a rise in skinny jeans (horror shriek).
Fast forward to today, we find ourselves in a fashion landscape that can feel daunting. The constant barrage of negative news and the shadows of a global pandemic linger heavily upon us. Thus, it’s no surprise that the ‘90s — a time marked by both carefree style and
cultural significance — have resurfaced as a point of inspiration.
The phenomenon of ‘90s nostalgia perfectly fits fashion’s “30-year theory,” which suggests that after three decades, styles begin to appeal as retro rather than merely out-of-date.
“The clothes felt of the moment and free of all the assumptions that had always been attached to luxury fashion. It wasn’t grown up. It was a paean to disaffected youth.” (Pulitzer Prize-winning journalist, Robin Givhan, Elle 2019)
In blending fashion, performance, and pop culture, Gap reaffirmed their cultural relevance and widely positive public opinion. The campaign invites us all to reconnect with our creative selves, allowing nostalgia to guide us into the present with open minds and arms,
ready to “Get Loose.”
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