Gap has launched its holiday campaign, ‘Give Your Gift’, featuring three choirs performing a new version of the Jackson 5 song ‘I’ll Be There’.
In the UK, the campaign goes live across digital and social channels on 5 November, when the holiday collection also becomes available on Gap’s online store. The collection will be available in select Gap UK stores from 12 November.
The film brings together three choirs, A Cappella Academy, Tonality and Sainted, and explores the theme of unity and togetherness. It was directed by Carissa Gallo, with vocal arrangement and direction by Alexander Lloyd Blake.
This is the third holiday season under Gap’s ‘Give Your Gift’ banner, with Fabiola Torres, Chief Marketing Officer of Gap, saying that this year the brand would extend the platform across new channels.
In 2024, a cast of singers, poets and instrumentalists performed an a cappella version of Janet Jackson’s ‘Together Again’, while last year, London-based singer-songwriter Sienna Spiro reinterpreted ‘The Climb’ with a choir whose members ranged from eight to 72 years old.
At the time, Torres described the platform as embodying Gap’s marketing strategy: “creativity anchored in product, powered by culture, and designed for social connection.”
The product focus this year falls on Gap’s proprietary knit collection called CashSoft, its sleepwear and sweats, including mix-and-match family pyjamas, and an expanded GapBag collection, where the Favourite Tote is joined by CashSoft cable-knit pouch bags and smaller charms and accessories.
Gap’s global announcement also includes a new seasonal Gap Beauty scent, Bliss, alongside limited-edition fragrance and body care.
The holiday campaign follows the UK launch of the second Gap and Victoria Beckham collection on 23 October. The 37-piece range was priced from £25 to £275 and led by knitwear and outerwear, including high-neck pullovers in CashSoft yarn at £115.
Music has also anchored Gap’s other campaigns this year. Its August, ‘Denim on Your Own’ campaign, starring musician Malcolm Todd and actress Inde Navarrette, was soundtracked by Todd’s rendition of Robyn’s ‘Dancing On My Own’.