Gant Introduces Theo James as Its New Global Brand Ambassador
by Adriano Batista
Gant has announced Theo James as its new global brand ambassador, with the partnership launching through the Fall/Winter 2026 campaign shot in New York’s Tribeca neighbourhood. The collaboration reflects a shared affinity for timeless style and Gant’s vision of American sportswear. Known for his roles in The White Lotus, The Gentlemen, and Divergent, James brings an understated elegance that aligns with the brand’s commitment to quality and tradition.
“What attracted me to Gant is that it conveys a sense of timelessness,” said James. “The brand’s history and legacy are respected, but at the same time, it remains completely relevant today. There’s an honesty in that balance. The garments have an unmistakable naturalness, combined with a level of sophistication that never goes out of style.”
The campaign features James in key looks from the collection, from tailored outerwear to everyday staples, inspired by the energy of 1990s New York and the laid-back spirit of American sportswear. Check it out below:
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