The British actor's campaign images might convince you to buy more knitwear.

Theo James is GANT’s new global ambassador, beginning with the Fall/Winter 2026 campaign shot in Tribeca, New York. It all makes perfect sense: James already lives comfortably in the world GANT occupies. The world of handsome coats, of course, as well as shirts with a little room in them and trousers you could actually spend a day wearing.
“What drew me to Gant is that it feels timeless,” James says. “The legacy of the brand is respected while remaining completely relevant today. There’s an honesty in that balance.”

This season pulls from New York in the 1990s, but that doesn't mean dressing everyone like they are headed to a theme party. The reference comes through in the proportions and the attitude, with jackets sitting easily over layers while tailoring has some breathing room. The whole wardrobe feels made for leaving the house effortlessly.

James is especially convincing in the outerwear, which should surprise absolutely no one. There is something very satisfying about seeing a man who already knows how to wear clothes given clothes that don't need much explaining. Gant’s preppy DNA is still present, but here it feels lived in.
The campaign also arrives as GANT grows its footprint in Manila, with its latest collection now available at SM Megamall and Shangri-La Plaza.

Courtesy of GANT.

Theo James Is the New Global Ambassador of GANT

L'OFFICIEL PHILIPPINES AUGUST 2026 - Tia Lee ₱600

L'OFFICIEL HOMMES PHILIPPINES JUNE 2026 - James Reid ₱600

Theo James Is the New Global Ambassador of GANT

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