How Brands Like Gap Are Rewriting the Rules of Relevance

If you’ve been on TikTok lately—or anywhere near a screen—you’ve probably seen Gap back in its groove, quite literally. Whether it's Tyla effortlessly moving through a Jungle-inspired dreamscape or Troye Sivan showing off his signature flair to Thundercat’s “Funny Thing,” Gap is making one thing clear: it’s not just selling clothes—it’s selling a vibe.

What’s fascinating here isn’t just the choreography. It’s the brand strategy.

In a digital landscape where attention is elusive and loyalty is fragile, brands like Gap are proving that there’s no one-size-fits-all strategy when it comes to staying relevant online. Some lean into chaotic Gen Z humor, others fully embrace nostalgia—and some, like Gap, are threading the needle between both.

As someone who lives and breathes brand storytelling and cultural marketing, let me break down what makes this shift so powerful: