Still in the doldrums about last week? This will put a smile on your face. Gap has launched its 2024 holiday campaign, Give Your Gift, celebrating the spirit of togetherness with a blend of music, style, and a spotlight on creators.
The campaign showcases Gap’s popular CashSoft knit collection, a cashmere-like, machine-washable line that has been expanded with new designs featuring fresh textures, stitches, and colors. This season’s collection, which includes tops, bottoms, and accessories for the entire family, emphasizes cozy yet chic matching sets and updated silhouettes ideal for holiday gatherings.
CashSoft, Gap’s proprietary knit known for its soft, luxurious feel, takes center stage. The cast models essential styles, including the CashSoft Crewneck Sweater, Relaxed Sweater Polo, and Oversized V-Neck Sweater, all available in new vibrant, festive hues that capture the spirit of the season.
Directed by Samuel Bradley, Give Your Gift unites a diverse cast of creators who each share their talents with the world. Performing an a cappella rendition of Janet Jackson’s iconic Together Again, the group includes singers, songwriters, instrumentalists, poets, and storytellers.
The lineup features a blend of social media stars and rising music talents:
- Hana Effron: A 19-year-old singer-songwriter known for her positive and original music, celebrating her debut album Let’s Talk.
- Lamont Landers: A soulful southern Americana artist who gained fame for his viral social media performances.
- Nyjah Music & Zyah Rhythm: The Hawaiian brother duo bringing soulful R&B and ballads to millions with their unique keyboard and guitar covers.
- Liamani: A 16-year-old with a decade of experience, recently signed her first record deal and released her debut single, “Sunkissed.”
- Aneesa Strings: A multifaceted artist from East Oakland, known for her work in jazz, pop, and R&B.
- Paige Fish: At just 18, Paige has built a massive following on TikTok with her original songs and covers.
- Amaria: A self-taught artist whose debut album Free Fallin’ has garnered her a dedicated fan base.
- PawPaw Rod: A genre-blending artist, known for his 2020 viral hit “HIT EM WHERE IT HURTS,” who has continued to rise in the music scene.
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“We want to be where our customers are, delivering engaging style-led content and quality products both in-store and online,” said Fabiola Torres, chief marketing officer of Gap. “Partnering with the right talent drives cultural connections and builds community with new audiences. This year’s campaign champions creators’ authentic voices and styles, celebrating their creativity and originality.”
Alongside the CashSoft line, Gap’s holiday offerings include family-friendly essentials like matching PJs, cozy cold-weather accessories, and classic denim. Luxe outerwear and party dresses round out the collection, while the brand’s iconic hoodies—now available in a new Extra Heavyweight Fleece, designed in collaboration with creator Julia Huynh—offer endless options for gifting and personal style this season.
Gap’s Give Your Gift campaign launched November 1, across stores, digital media, video, social, and Gap brand channels.
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