Gap turns to emerging talent and a 2010 hit for its latest denim campaign
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The campaign brings together two emerging talents from music and film to promote GapDenim and also features Todd’s original rendition of Robyn’s 2010 hit “Dancing on My Own,” reinterpreted specifically for the campaign.
Directed by Tanu Muiño, the campaign follows Todd and Navarrette through a series of distinct spaces as they express their individual style and energy. The campaign was created with creative direction from Calvin Leung, head of Gap brand creative, fashion and image by Alastair McKimm, and photography by Bjorn Loos.
“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,” said Mark Breitbard, president and chief executive officer of Gap brand.
Breitbard said the brand was continuing its history of creative collaborations while working with emerging voices and using original storytelling to connect with culture.
Todd, who is known for his playful approach to songwriting and production, has had multiple songs reach platinum status. His latest album, "Do That Again," debuted in the top five of the Billboard charts. He is also set to begin a 38-date North American tour on September 2. Navarrette stars in "Obsession," a breakout film that has brought her wider attention.
“For this campaign, we didn’t simply ask Malcolm to cover ‘Dancing on My Own,’ we asked him to reinterpret the song through his own perspective,” said Fabiola Torres, chief marketing officer of Gap brand. “That same spirit of making something your own defines GapDenim.”
The Fall 2026 denim collection includes refreshed washes, utility-inspired colourways, updated silhouettes and modern versions of the brand’s denim styles. Key pieces include the mid-rise straight taper jean, worn by Navarrette, and the ’90s loose jean, worn by Todd.
“Denim on your own” launches across Gap’s digital and social channels, email, stores and out-of-home advertising. The campaign will also appear on billboards in New York City’s Times Square and Los Angeles’ Sunset Boulevard, alongside paid media on YouTube, TikTok, Meta and Pinterest and partnerships with creators.