Music and fashion have long been intertwined, allowing artists and brands to reach new audiences. South African singer Tyla is the latest to embrace this crossover appeal in Gap’s nostalgic new campaign.

Channeling 1990s and early 2000s style, Tyla models the collection of relaxed linen apparel and minimalist accessories. She described the pared-back, effortlessly cool aesthetic as inspired by her own vintage sensibilities made modern.

Gap cleverly tapped into millennial nostalgia with this campaign’s throwback vibe. Tyla said she was drawn to the brand’s iconic advertising history and the chance to show her versatile fashion range.

As Gap revives its archival khaki swing skirt, Tyla brings her laidback confidence to the dance studio setting. She told W Magazine she loved the creative direction and was excited to showcase a new side through the fun, playful shoot.

“It was comfortable. We worked with them and we managed to mix both Gap and Tyla’s worlds by adding a little waist belt and boots and my hair in braids. I never thought I’d do something like that, that type of ad. It was just a very fun experience,” said Tyla.

By aligning with culturally relevant artists like Tyla, brands can organically introduce new products in an authentic way. The collaboration allows both to reach wider audiences while staying true to their signature styles.

Here’s a look at the ad:

Main image: GAP