Gap launches new denim campaign starring Malcom Todd and Inde Navarrette

Gap has launched a new campaign for autumn under the title of ‘Denim on Your Own’, fronted by American musician Malcolm Todd and actress Inde Navarrette.

Bringing together two rising talents from different creative worlds, the video is set to Malcolm Todd's original rendition of Robyn's anthem ‘Dancing On My Own’, created specifically for this new campaign.

Mark Breitbard, President and CEO of Gap brand, said: “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.

“From our heritage of iconic creative collaborations to championing today’s emerging voices, we continue to evolve how we show up in culture - building our own cultural currency through authentic partnerships, original storytelling and a clear point of view.”

Fabiola Torres, Chief Marketing Officer of Gap brand, added: “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.

“That same spirit of making something your own defines Gap denim - 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.”

The campaign follows Todd and Navarrette through white boxed-out spaces, some with mirrors like a big changing room. Key denim styles include the ‘Mid-Rise Straight Taper Jeans’, as seen on Navarrette, and the worn-look ‘90s Loose Jeans’ (with a ripped knee), as sported by Todd.

Oversized styles feature strongly, such as a boxy denim shirt worn by Todd. There’s also brown denim and duck cloth pieces, including a mini-skirt and matching jacket, as seen on Navarrette.

Todd has become known for his catchy and playful approach to songwriting and production, with multiple songs having reached platinum status. His latest album, ‘Do That Again’, out via Columbia Records, debuted in the top five of the Billboard charts, and he is now preparing for his instantly sold-out 38-date North American tour, kicking off on 2 September.

Commenting on the new campaign, Todd said: “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.”

Navarrette is described as “one of Hollywood's most exciting rising talents”, fresh off the breakout success of ‘Obsession’, the critically acclaimed box office “phenomenon”. She said: “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. There was so much freedom to move, experiment and express ourselves.”