CEO Mark Breitbard on Gap’s Formula for Campaigns and the Fall Story

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Gap teams with rising stars Malcolm Todd and Inde Navarrette, keeping true to its time-tested strategy of tying fashion to pop culture in an entertaining way.

Senior Editor, Retail

Gap is aiming for both cultural relevance and massive social response with its latest campaign, which is centered on one of its foundational categories: denim.

On Tuesday, Gap unveils its “Denim on your own” fall 2026 campaign, starring musician Malcolm Todd and actress Inde Navarrette. For the campaign, Todd created a rendition of the iconic anthem “Dancing on My Own,” by Robyn, the Swedish singer, songwriter and DJ. And there’s an unconventional backdrop of curved and differentiated walls where the stars demonstrate their dance movements, rhythms and self-expression.

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“We’ve been tracking both their careers,” said Mark Breitbard, president and chief executive officer of the Gap brand, in an interview with WWD. “Malcolm is a rising talent. We love his spirit, his energy. He’s really funny, very charming and just natural and authentic. He definitely doesn’t take himself too seriously.

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“Indy is an amazing talent,” Breitbard said. “She’s super natural, super easy and very authentic. We loved working with her. They’re both really playful and authentic. It just felt like the timing was right for these two.”

Breitbard said Gap seeks to link with emerging talent and being part of their story.

“It’s about being comfortable with who you are. I think you see that in the campaign. It’s denim, you know, ‘on your own.’ Nothing feels forced. That’s what we’ve stood for, and that’s what’s been working really well for us,” he said.

The “Denim on your own” campaign, represents “a continuation of the creative journey for the brand.”

Gap generated first-quarter sales of $796 million, up 10 percent, marking the brand’s 10th consecutive quarter of positive comps. For all of 2025, Gap’s net sales reached $3.5 billion, up 5 percent.

Gap’s last fall campaign, “Better in Denim,” featured the girl group Katseye and was considered Gap’s most successful digital campaign, having generated more than 8 billion media impressions and 500 million views.

The brand has always had a multigenerational appeal. But is it specifically targeting a younger audience with its “Denim on your own” campaign?

“Everything we’ve been doing has been about reigniting the brand in a way that’s really appealing to a younger consumer, while also reigniting a consumer that’s been with us,” Breitbard said, responding to the question. “That’s been the magic. People who don’t know Malcolm Todd or Inde Navarrette will like this campaign and the movement, the spirit and the joy that comes from it. That’s been true whether its Katseye, Tyla, Troye Sivan or Young Miko [all of whom appeared in recent Gap campaigns] even if you’re unfamiliar with artist. You can still access the creative and have it speak to you.…We’ve really engaged a younger consumer with our creative and we wanted to, but in a way that has broad generational appeal.”

Breitbard said Gap hasn’t excluded older generations from its campaigns, citing the spring 2025 campaign with Gwyneth Paltrow and her daughter Apple Martin, and the choir featured in the 2025 holiday campaign, which included singers from ages 8 to 72, though most of participants appeared young.

He explained that Gap typically stages three seasonal campaigns each year “where we have big product ideas and storytelling.” Big product ideas have included campaigns focused on linen, reviving classic Gap items as well as denim.

“We also do campaigns that feel like different types of communication and storytelling with collabs, licensing, with Gap Studio, where we co-create with creatives,” Breitbard said. “But there’s generally three brand campaigns a year.”

Asked if the strategy of connecting with emerging talent, music and fostering individuality can continue for a long time, Breitbard said, “We’ve had a really good track record of creating with emerging artists.”

He said Gap opts for artists “who bring a unique point of view and inspire people to express themselves.” At the same time, we’ve done different types of music and different types of artists, and we have not been formulaic. So I think creating things that feel new and unexpected for the consumer is a big piece of the equation right now, and emerging artists is another way we are engaging with our community. Music and dance have been really core, but music has been how we’ve been reengaging the brand with a broader audience. We’ve taken just great song choices, rerecorded, performed by an emerging artist. That’s really been working for us.”

“Denim on your own” 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.

“I’ve always been drawn to making things my own — whether that’s through music, style or the way I express myself,” Todd said in a statement. “Being able to reinterpret an iconic song like ‘Dancing on My Own’ and bring my own perspective to it was such a special experience. I like to trust my instincts and not overthink things. To be part of a Gap campaign on such a big set, surrounded by so much creativity, and still feel like I could just be myself was really meaningful.”

“From the moment we started filming the Gap campaign, it felt like we were able to bring our own energy and personalities to the campaign,” Navarrette said in her statement. “There was so much freedom to move, experiment and express ourselves. That’s what makes style so personal — it’s about feeling confident in who you are and showing up as yourself.”

“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 — a collection designed for people to find the fits and styles that feel uniquely theirs. It’s how Gap has connected with culture for generations, and how we continue to inspire originality today.”

Gap was founded in 1969 in San Francisco as a store selling Levi’s and vinyl records. “We are loving denim dressing still,” Breitbard said, adding that the 2026 fall collection includes denim shirts, denim jackets, denim skirts and denim jeans, in updated silhouettes with utility details, new shades, new neutrals and refreshed washes.

The brand described the collection as “anchored by new style expressions like the mid-rise straight taper jean, seen on Navarrette in the campaign, alongside Gap ‘classics’ like the ’90s loose jean, worn by Todd.”

Todd is known for his catchy and playful approach to songwriting and production. Several of his songs reached platinum status. His latest album, “Do That Again,” out via Columbia Records, debuted in the top five of the billboard charts. He is currently preparing for his 38-date North American tour launching Sept. 2.

Navarrette is fresh off the success of “Obsession,” the critically acclaimed supernatural horror comedy film directed by Curry Barker. She also starred in the “Superman and Lois” television series, among other roles.

“Though they come from different creative worlds, both Malcolm and Inde share the same spirit — a commitment to doing things their own way,” Gap stated.

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