Gant has appointed British actor Theo James as its new Global Brand Ambassador, with the actor fronting the American sportswear brand’s autumn/winter 2026 campaign.
The campaign, photographed in New York City’s Tribeca, today launches globally across digital, social, retail and out-of-home channels.
Theo James, known for his roles in The Gentlemen, The White Lotus and Divergent, stars in the campaign wearing key looks from Gant’s FW26 collection, including elevated outerwear, tailoring and everyday wardrobe staples.
The appointment comes as James returns as Eddie Horniman in the second season of The Gentlemen, which premieres on Netflix on 3 September. A third season of the series has already been confirmed.
“What drew me to Gant is that it feels timeless,” James said. “The legacy of the brand is respected while remaining completely relevant today. There’s an honesty in that balance. The clothes have an ease that’s unmistakable, expressed with a refinement that never goes out of style.”
The AW26 collection draws inspiration from the energy of 1990s New York and the relaxed spirit of American sportswear, combining rich textures and layered styling with Gant’s established preppy aesthetic.
The partnership marks the latest move by Gant to connect its heritage-led approach to a contemporary global audience, with James’ understated personal style positioned as a natural fit for the brand.
“At Gant, we’ve always believed that great style is defined by authenticity and quality,” said Fredrik Malm, CEO of Gant.
“Theo embodies those values naturally, making him an ideal partner as we continue to share our vision of modern American sportswear with audiences around the world.”
Gant’s AW26 campaign starring Theo James launches globally on 1 September.