Gap has unveiled its 2026 fall campaign, “Denim on your own”, which features musician Malcolm Todd and actress Inde Navarrette.
The advertisement includes Todd’s original rendition of Robyn’s hit song “Dancing on My Own” which was designed specifically for this campaign.
The brand aims to appeal to the next generation by choosing emerging artists who are influencing culture through music and art.
Mark Breitbard, president and CEO of the Gap brand said: “Gap has always been at the intersection of music, style, and culture — partnering with artists who bring a unique point of view and inspire people to express themselves.
“From our heritage of iconic creative collaborations to championing today’s emerging voices, we continue to evolve how we show up in culture — building our own cultural currency through authentic partnerships, original storytelling, and a clear point of view.”
The advertisement follows the two through a series of distinct spaces and aims to showcase how Gap’s essentials become part of the everyday lives of artists as they connect with their audiences.
This move builds on Gap Denim’s longstanding legacy as a fashion staple since its foundation in 1969, with refreshed washes, updated silhouettes and modern takes as part of the latest collection.
The marketing activity highlights some of the new collection including the Mid-Rise Straight Taper Jean worn by Navarrette alongside classic favourites such as the 90s loose jean seen on Todd.
The “Denim on your own” campaign will be launched across Gap’s digital and social channels as well as stores and will be backed by out-of-home billboards in NYC Times Square and Sunset Boulevard.
Additionally, the marketing activity will include paid media running across YouTube, Meta, Pinterest and creator partnerships.
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