Skip to content

Dev Hynes Plays His Shirt in New Gap Holiday Campaign

Dev Hynes, Gap, Play Your Stripes, Video, Holiday, Ad

As part of the Gap’s new holiday “Play Your Stripes” campaign, Dev Hynes has contributed a tightly choreographed video for “It Is What It Is” off of his 2013 Blood Orange release, Cupid Deluxe. Decked out in a striped shirt in front of a striped backdrop, Hynes shimmies around in what’s quickly becoming his trademark weird-dance style.

Some of the stripes on his shirt light up as if they were part of a keyboard — something that the viewer at home can also play along with thanks to some webcam technology over on the Gap’s website. There’s also a lot of fruit on the floor for some reason, but at this point, we’ll let Hynes do basically whatever floats his boat. Stream the holiday campaign turned music video above.