Launching Gap At Myer

Myer is excited to announce the launch of Gap, brought to life through a series of bold cultural moments. The launch was anchored by a Gap at Myer docuseries spotlighting some of Australia’s best dance talent, with five standout winners stepping into the spotlight as the faces of the Gap x Myer campaign. Shot and choreographed in-store at Myer’s iconic George Street location, the campaign celebrated creativity, inclusivity and modern style. The launch was further marked by an exclusive VIP event, officially welcoming Gap into the Myer family.

Gap’s brand DNA has always championed dance and movement as core elements of its creative expression. To celebrate the brand’s launch at Myer, we brought this spirit to life with a uniquely local twist – collaborating with some of Australia’s most talented movers.

Led by renowned choreographer Stephen Tannos, an open casting call invited dancers from across the country to showcase their skills for the chance to become Gap ambassadors.

Casting for Gap moves beyond performance – it’s a study in individuality, energy and self-expression, captured through an intimate docuseries.

From first auditions to final rehearsals, the journey reveals the discipline, emotion and diversity shaping a new generation of dancers – culminating in a high-energy campaign inside Myer Sydney, where fashion and movement meet.

Five dancers. Distinct in style, united in presence.

Each brings their own energy and perspective, moving with precision and instinct. Together, they create a dynamic interplay of strength, individuality and connection.

As one of the standout opportunities offered to our five winning ambassadors, they were invited to star alongside Stephen Tannos and ARIA Award-nominated artist Jerome Farah in a hero Gap x Myer campaign. Filmed inside Myer’s iconic George Street flagship, the shoot not only debuted Jerome’s latest release - it transformed the store into a dynamic stage where fashion, music, and movement collided.

From elevated basics to signature denim, discover pieces defined by quality, comfort and versatility - designed to be worn your way.

To continue celebrating Gap’s arrival at Myer, we hosted an immersive launch event that brought together influencers, key brand and media partners, and community figures. Guests experienced a dynamic activation that captured every element of the launch, with Gap product - now stocked at Myer - on display throughout the space for guests to explore.

The night featured a live performance from Jerome Farah, who debuted his latest single Spell On Me, alongside a surprise dance moment by the ambassadors from the Gap x Myer campaign. A campaign photography activation also gave guests the opportunity to be photographed by acclaimed fashion photographer Stephen Chee. Together, these moments showcased Gap’s creative spirit across style, movement and culture, amplified by Myer as a national fashion destination.