Is Gap hitting all the right notes this holiday season?

Gap is kicking off the holiday season on a musical note with the launch of its 2026 "Give your gift" campaign, bringing together three choirs to celebrate individuality, self-expression and the power of connection.

Building on the fashion retailer's multi-year "Give your gift" platform, the campaign features A Cappella Academy, Tonality and Sainted, three choirs with distinct musical styles and backgrounds, coming together for a new rendition of the Jackson 5's classic song I'll Be There.

Directed by Carissa Gallo, with vocal arrangement and direction by Alexander Lloyd Blake, the campaign uses music and fashion to highlight how individual voices can come together to create something meaningful.

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The campaign film and accompanying behind-the-scenes content capture the choirs' collaboration, reinforcing the idea that personal expression and collective connection can go hand in hand during the festive season.

Through the campaign, Gap continues to position music and style as vehicles for self-expression, while extending its holiday messaging beyond traditional product-led advertising.

Beyond the campaign film, Gap is extending "Give Your Gift" across its retail and digital channels, spotlighting its holiday collection of knitwear, sleepwear, accessories and beauty products.

The brand will also launch a multi-day pop-up in Williamsburg, New York, featuring seasonal treats, gift wrapping and product customisation. Select Gap stores will introduce dedicated holiday shopping spaces with curated gifting options and complimentary gift wrapping. The campaign is rolling out across digital, social, video and Gap's owned brand channels, with the 'Holiday 2026' collection available in stores and online.

Speaking on the campaign, Fabiola Torres, chief marketing officer of Gap, said the brand is looking to build on its existing platform while creating more opportunities for consumers to connect with it during the festive period.

"We're excited to continue building Gap's 'Give your gift' platform and extend it across new channels this holiday season to inspire connection and discovery," she said.

Torres added, "The spirit of this campaign celebrates unity and togetherness. That's the sentiment we aim to bring to our customers this season, offering new opportunities to engage with our brand and create memorable experiences that bring Gap's gifting destination to life, both digitally and IRL."

Gap is not the only fashion brand tapping into themes of connection and belonging this holiday season. Levi’s has also launched its global festive campaign, "Let’s get fuzzy", using stop-motion animation to tell a story of warmth, acceptance and togetherness.

The campaign follows Fuzzyeti, affectionately known as Gus, a larger-than-life character who goes from feared outsider to welcomed guest. Told through a handcrafted stop-motion film, the campaign also spotlights Levi’s sweaters and layered looks alongside its signature denim, with each second of animation requiring four hours of filming.

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