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Gap focuses on musical talent for ‘Give Your Gift’ holiday campaign

Come together with music and style

By Mark D McKee Published November 11, 2024

Man in Gap clothing — Gap

When was the last time you sat around with friends to listen to the newest EP dropped by your favorite artist? It used to be an excuse to get together in your friend’s basement (usually, whoever had the parent who provided the most snacks) and open the new CD. It was about the music, but it was also about the company. Experiencing music together has always been a way for us to unite and navigate life together. Whether you realize it or not, it also shaped our style as well. The way the artist dressed and the way that our friends dressed all shaped how we saw ourselves and presented that image to the world. Gap is kicking off our holiday season with that in mind as the Gap “Give Your Gift” campaign focuses on the meeting point of music and style in our youth.

“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.”

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Bringing us closer together with music

Woman in Gap clothing singing into mic — Gap

Hana Effron, Lamont Landers, Nyjah Music & Zyah Rhythm, Liamani, Aneesa Strings, Paige Fish, Amaria, and PawPaw Rod come together in a film shot and directed by Samual Bradley. The film depicts them performing an a cappella version of Janet Jackson’s Together Again. While the young talent from the industry and social media remind us to come together for the holidays, they also show off Gap’s 2024 fall line-up of proprietary knit CashSoft, a cashmere-like soft fabric much easier to care for and machine washable. The sentiment and the clothing are the perfect gift for Christmas 2024.

Gap “Give Your Gift”

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Mark cut his teeth in the men's style world when he sold suits first at box stores such as Men's Wearhouse and Jos. A. Bank…

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Look, starting a wardrobe is difficult. You have to decide what kind of man you want to be. What kind of message do you want to send? What kind of budget do you want to use? And how often you want to go back to the drawing board. What kind of man do you want to be? Sounds heavy. Sounds dramatic. Maybe because, in some ways, it is. So much of what people initially believe about you remains in their subconscious long after they get to know you. So what you wear is important. The message you want to send is one of being put together, attentive to details, or it is the opposite. Laid back and unbothered. The budget is also integral to the wardrobe you build. High quality comes with high prices. However, it comes with longevity, so it means you don't have to replace it as often, saving money in the long run. So, what kind of man do you want to be? Hopefully one that wears men's suits.

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Longines has been around since 1832, which makes it one of the oldest continuously operating watchmakers on Earth — old enough to have spent decades strapped to the wrists of aviators and explorers before most brands existed. So when the Saint-Imier company, now part of the Swiss giant Swatch Group, revives something from its own archives, it's got real history to draw on. The Conquest Heritage Central Power Reserve is a good example.

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That's roughly 114 years — a full human lifetime, give or take. The discs turn continuously, so slowly you can't see them move. Seiko named it "Star Time" for exactly that reason: like stars drifting across the sky, the motion is imperceptible in the moment but relentless. A little existential for a watch company, but let's go with it.