7 Top Creator Partnerships of 2024 That Made a Splash

Why this campaign was a success: Gap is betting big on influencers in 2024.

Gap test stay cool with Gen Z, and his work with the creators has been remarkable this year.

Julia Huynh became the first influencer to create a product for Gap this year when she designed a sweatshirt. Last year, Huynh made a TikTok series about his search for the perfect sweatshirt. Gap noticed his content and sent him a direct message. This interaction resulted in the launch of the sweatshirt in October.

Fabiola Torres, Gap’s global CMO, told ADWEEK that the campaign was meant to incorporate Huynh’s creative input. “It’s about giving them freedom and the opportunity to create too, not telling them [her] what to do.”

Nara SmithMarc Jacobs tote bag

@marcjacobs The Tote Bag, made from scratch by @Nara Smith ♬ original sound – marcjacobs

Why this campaign was a success: The campaign video went viral.

Nara Smith is known for her viral cooking videos featuring from-scratch, homemade recipes Capri Sun juices. In July, he collaborated with Marc Jacobs to promote the brand’s red tote bag.

The campaign video generated 22.2 million views in total Instagram and TikTok.

Smith has faced criticism for being a “traditional wife,” which refers to a woman who promotes traditional gender roles. However, Smith chose to ignore the negativity and focus on his passion for family and cooking. “I’m a working mom, juggling all kinds of hats and responsibilities, but cooking has always been a massive part of my life,” Smith said. in a TikTok video face criticism.

Alex Consani‘s Jacques countryside

@jacquemus 🥑🫦🥑 A very GoGoGo #MakingOf @Alex Consani is looking for custom Jacquemus for our holiday campaign. 💋 #Potaxie #AlexConsani #Evoraste💋 #Puchaina #GoGoGo ♬ ta ok gogo remix – guslopexs