The musician rerecords Robyn’s “Dancing on My Own” for the brand’s latest denim push, which arrives as Gap extends a streak of 10 consecutive quarters of positive comparable sales.
NEW YORK — Gap on Tuesday unveiled “Denim On Your Own,” its fall 2026 campaign starring musician Malcolm Todd and actress Inde Navarrette, as the brand looks to build on the digital reach of its KATSEYE-fronted “Better in Denim” push.
Malcolm Todd and Inde Navarrette Star in “Denim On Your Own”
For the campaign, Todd recorded a new rendition of Robyn’s “Dancing on My Own,” the 2010 single by the Swedish singer, songwriter and DJ. In the film, Todd and Navarrette dance against a set of curved and differentiated walls, an environment the brand built to showcase movement and choreography rather than a traditional campaign backdrop.
“Malcolm is a rising talent. We love his spirit, his energy,” Mark Breitbard, president and chief executive officer of the Gap brand, said in an interview with WWD. “Indy is an amazing talent. She’s super natural, super easy and very authentic. They’re both really playful and authentic. It just felt like the timing was right for these two.”
Breitbard said Gap seeks to partner with emerging talent early and typically stages three seasonal brand campaigns a year built around “big product ideas and storytelling.” Recent campaigns have cycled through KATSEYE, Tyla, Troye Sivan and Young Miko, with music and rerecorded songs a consistent thread.
The campaign was directed by Tanu Muiño, with creative direction from Calvin Leung, head of Gap brand creative; fashion and image direction by Alastair McKimm; and photography by Björn Loos. Fabiola Torres, chief marketing officer of the Gap brand, said the brand asked Todd to reinterpret “Dancing on My Own” through his own perspective rather than cover it.
“That same spirit of making something your own defines GapDenim, a collection designed for people to find the fits and styles that feel uniquely theirs,” Torres said.
Todd’s latest album, “Do That Again,” released via Columbia Records, debuted in the top five of the Billboard charts, and several of his songs have reached platinum status. He is preparing for a 38-date North American tour starting Sept. 2. Navarrette, who starred in The CW’s “Superman & Lois,” comes to the campaign fresh off “Obsession,” a supernatural horror comedy directed by Curry Barker.
Gap’s Denim Business Is on a Two-Year Run of Positive Comps
The campaign lands as denim anchors a two-year stretch of growth for the Gap brand. Gap posted first-quarter sales of 3.5 billion, up 5 percent, according to the company.
Gap’s previous fall denim campaign, “Better in Denim,” starring the girl group KATSEYE, generated more than 8 billion media impressions and 500 million views across platforms, which the company called its most successful digital campaign.
Breitbard has said the brand’s jeans, typically priced around 90 and often discounted, are comparable to jeans from brands priced at $150, and that denim and sweats have been the brand’s two biggest category movers. The emerging-talent strategy is aimed at winning back younger shoppers while keeping the brand’s multigenerational base, a balance Breitbard cited in the spring 2025 campaign with Gwyneth Paltrow and her daughter Apple Martin.
Fall Collection: Mid-Rise Straight Taper and ’90s Loose Jeans
The fall 2026 assortment spans denim shirts, jackets, skirts and jeans in updated silhouettes with utility details, new shades and refreshed washes. The campaign is anchored by the mid-rise straight taper jean, worn by Navarrette, alongside the ’90s loose jean, worn by Todd, styles the brand described as new expressions of its denim range.
Gap Inc. Reports Second-Quarter Results Aug. 27
The campaign is rolling out across the brand’s digital, social and in-store channels, with the fall denim collection available at gap.com and in Gap stores, the company said. Gap Inc. is scheduled to report second-quarter fiscal 2026 results on Aug. 27.
Images Courtesy of Gap
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