thing #31
gap gets loose
Lightning never strikes twice – except, of course, when it does. I don’t need to remind you all about Gap’s pre-spring linen campaign, which combined Tyla’s celebrity and Jungle’s musicality to show us how linen (literally) moves. A viral promotional run often leads to a choice of two paths: 1.) failure to ever match the shimmering virality of the original, or 2.) copy the original again and again until it’s become oversaturated and forgettable. Gap took a third, difficult, mountainous road, risking repetition with the hopeful intention to make this a brand hallmark. To me? It exceeds. Troye Sivan and the CDK Company show us that though linen may move, denim gets LOOSE. Big jeans for big moves. Wrap me in the denim trench.