Gant puts Theo James to work for fall-winter 2026, betting that a familiar face can bring fresh attention to an equally familiar American sportswear wardrobe. Captured around Tribeca, New York, James moves through the day in the Oxford shirts, ties, jeans, knitwear, and outerwear that have defined Gant since its 1949 beginnings in New Haven.
Theo James for Gant Fall/Winter 2026 Campaign
The campaign makes little attempt to manufacture novelty around these staples. Instead, a loosened tie with denim, a shearling coat thrown over a button-down, or a blazer worn at a diner sells the idea of clothes incorporated into an actual life.
James supplies the contemporary appeal, lending Gant’s dependable classics some movie-star draw and leaving their character intact. It’s celebrity casting in its most straightforward form. Gant wants a larger audience looking its way, and James gives them a reason to look.
This fall, Gant also shares the spotlight with Yale by introducing an Ivy Style capsule.
