Hole has a wealthy historical past in denim. In 1969, it opened its first retailer in San Francisco, transport blue Levi’s, earlier than it launched its personal vary. Quick-forward to Might 2024, when actress Da’Vine Pleasure Randolph arrived on the Met Gala in a customized Hole denim costume.
Now Hole is celebrating its deftness for denim with one other nostalgia-leaning, dance-filled marketing campaign.
The clothes model is showcasing its fall denim assortment with the assistance of Australian Grammy Award-nominated artist Troye Sivan, constructing on its equally crafted “Linen Moves” spot that debuted in March and starred South African Grammy-winning artist Tyla.
Set to Thundercat’s “Funny Thing,” the “Get Loose” spot options Sivan alongside dancers from Netherlands-based CDK Firm, all dressed head to toe in Hole’s new saggy and loose-fit denim.
The video was directed by Dan Martensen and choreographed by Sergio Reis, who labored with Sivan on music movies for his hit songs “Rush” and “Got Me Started.”
“This fall, we are celebrating Gap’s 55-year heritage in denim with a collection of loose styles that allow for self-expression,” Hole Model president and CEO Mark Breitbard mentioned in a press release. “Our new campaign featuring Troye Sivan perfectly captures the spirit of this moment with an attitude that showcases the movement of our denim and delivers fashion as entertainment.”
Hole’s model reset pays off
Re-entering the cultural dialog has been on the forefront of Hole’s latest advertising campaigns. Over the previous 18 months, the retailer has wager huge on nostalgia to attraction to youthful customers and fight years of sluggish gross sales.
Latest work, together with “Linen Moves” and back-to-school marketing campaign “Just Dance,” have harked again to an aesthetic paying homage to Nineteen Nineties and 2000s Hole adverts. “Get Loose” additionally options choreography “inspiring free movement and personal style,” per the model.
Collaborations have been key to the model’s advertising reset. Hole teamed up with skateboard and streetwear model Palace in March for a 90s-inspired grownup and streetwear clothes assortment.
