Invisible Dynamic is proud to introduce Gap’s Spring 24 campaign, Linen Moves. Spotlighting Gap linen, the campaign embraces Gap’s roots as a pop culture brand working with artistic originals across fashion and music. Set to worldwide hit Back On 74 by the BRIT Award–nominated Jungle, with original choreography by Shay Latukolan, the campaign is inspired by the track’s official video, which became a global phenomenon on TikTok and inspired a viral dance craze.

Linen Moves became a sensation in its own right, reaching over 100 million people, including over 49M views on TikTok and over 11M on Instagram. In the wake of the campaign debut, Back On 74 climbed to the TikTok Billboard Charts for the first time, remaining in the Top 50 for four weeks running. 

Constituting GRAMMY® Award-winning artist Tyla’s first major fashion campaign, the South African star told Rap Up: “I’ve seen a lot of iconic Gap commercials previously, so I love that I’m able to be a part of one, especially with Jungle. I love Back On 74.”

The Business of Fashion said that Gap “is tapping into what made it special in its heyday,” by harnessing “music, dance and movement” to find its “cultural voice once more.” AdWeek stated that the campaign “moves the brand forward while reflecting on its ‘90s and ‘00s heyday.” Rolling Stone dubbed the campaign a celebration of “self-expression and individuality through fashion, music, and dance.”

Invisible Dynamics is proud to be Gap’s partner throughout its transformation, with Forbes and The Business of Fashion among publications reporting on the brand’s positive sales trajectory in the wake of Linen Moves.