Theo James Is Gant’s New Global Brand Ambassador

Gant has named British actor Theo James its new Global Brand Ambassador, with the partnership debuting in the brand’s Fall/Winter 2026 campaign, shot in Tribeca, New York City.

It is a sensible pairing. James has built his screen career across The White Lotus, The Gentlemen and Divergent, but his off-duty style is arguably just as relevant here: restrained, tailored and rarely overworked. That sits comfortably with Gant’s interpretation of modern American sportswear.

For Fall/Winter 2026, James wears key pieces from the collection, including elevated outerwear, tailoring and everyday separates. The wardrobe takes cues from 1990s New York, combining relaxed proportions, layering and richer textures without abandoning the clean, functional character that has long defined Gant.

“What drew me to Gant is that it feels timeless,” says James. “The legacy of the brand is respected while remaining completely relevant today.”

That balance is central to the campaign. Gant is leaning into its heritage without treating it as a museum piece, using familiar menswear foundations and updating their proportions, fabrication and styling for a contemporary wardrobe.

Fredrik Malm, Gant CEO, describes James as embodying the brand’s values of authenticity and quality.

For James, the appointment adds another fashion partnership to an increasingly considered personal image. For Gant, it puts a recognisable British face behind its version of American sportswear as the brand moves into Fall/Winter 2026.