ABOUT

In Fall 2025, Invisible Dynamics partnered with Gap to launch Gap x BÉIS — a collaboration that blended Gap’s heritage in denim with BÉIS’s cult-favorite, function-first approach to travel. Fronted by BÉIS Founder and Chief Creative Officer Shay Mitchell, the campaign turned the universal rituals of packing, planning, and traveling into a playful and culturally resonant story.

The concept came to life inside a larger-than-life denim suitcase, where Shay and her family moved through travel-ready looks pulled from the 25-piece limited-edition capsule. From inflatable neck pillow hoodies to denim-inspired rollers, weekenders, and utility-driven crossbodies, every piece was designed to reflect the way people really travel: overpacked, overprepared, and ready for anything.

The design language of the collection merged Gap’s iconic denim blue with BÉIS’s modern travel aesthetic. The result was a series of travel essentials that felt both timeless and fresh — stylish yet unmistakably smart in function.

The campaign leaned heavily into Shay Mitchell’s natural personality: witty, warm, and relatable. Her presence amplified the visual storytelling, transforming it into something more than a product launch. It became a cultural conversation — sparking trip itineraries, packing list debates, and “I need this for my next flight” posts across TikTok, Instagram, and beyond.

The results reflected the momentum. The campaign racked up 6M+ views in its opening week, while generating press coverage from WWD, Vogue, Cosmopolitan, Business Insider, and others. Social chatter extended the collaboration far beyond the product itself, proving that when heritage icons meet modern essentials, the story travels further than the suitcase.

Creative Concept, Content Strategy & Art Direction by Invisible Dynamics, Gap, and BÉIS.
Production by Invisible Productions.