Gap Launches Holiday Campaign With Three Choirs
The 2026 "Give your gift" campaign features A Cappella Academy, Tonality, and Sainted performing a new take on a Jackson 5 classic.
Updated on Nov. 4, 2026 in Fashion
Gap has launched its 2026 "Give your gift" holiday campaign, featuring three choirs performing a new rendition of the Jackson 5's "I'll Be There." The campaign extends across retail stores, digital channels, and a multi-day pop-up in Williamsburg, New York.
Why it matters
The campaign positions Gap's holiday collection through a music-driven creative approach across its owned channels and physical stores. For shoppers in the United States, it signals where the brand is directing its seasonal marketing and in-store experience this year.
The campaign was directed by Carissa Gallo, with vocal arrangement by Alexander Lloyd Blake. The holiday collection, which includes knitwear, sleepwear, accessories, and beauty products, is available in stores and online.
The players
Gap
Gap is a major American apparel retailer whose holiday campaigns are closely watched by fashion and retail observers.
Carissa Gallo
Carissa Gallo is the director of the campaign, which features three choirs performing a new rendition of a Jackson 5 classic.
The details
Select Gap stores will feature dedicated holiday shopping spaces with complimentary gift wrapping. The campaign film and behind-the-scenes content capture the choirs' collaboration and roll out across digital, social, video, and Gap's owned brand channels.
Timeline
• Holiday 2026: Holiday collection available in stores and online.
• 2026 holiday season: Gap launches its "Give your gift" campaign.
Culture Shift
The campaign extends Gap's "Give your gift" holiday messaging into a music-led format built around live choral performance rather than product-centric imagery. Its multi-channel rollout, spanning stores, digital, and a pop-up, reflects how apparel brands are turning seasonal campaigns into physical experiences.
Shoppers can find the Holiday 2026 collection in stores and online, with select locations offering complimentary gift wrapping. Those near Williamsburg, New York, can visit the multi-day Gap pop-up featuring the campaign.
The takeaway
Holiday campaigns that pair seasonal product with an in-store gifting experience give shoppers a practical reason to visit physical locations. Checking whether your local store offers gift wrapping can simplify holiday shopping.
Further reading
Explore more on Fashion trends shaping seasonal retail across the United States.
