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Gap is positioning its spring 2024 campaign around pop music with ads that emulate Jungle’s viral “Back on 74” video. The dance-focused concept aims to show off the flowy comfort of Gap’s linen offerings, such as ‘90s-inspired loose-leg pants and long-sleeved button-ups. It’s also the latest attempt by the retailer to break through with young consumers who have gravitated toward emerging fast-fashion rivals like Shein.
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