GANT marks its 75th anniversary with a fall-winter 2024 campaign featuring its mainline and a limited-edition collection. The advertisement is fronted by the iconic Matt Dillon, fresh off his recent MCM ad, alongside influencer Tony Özkan.
GANT 75th Anniversary Campaign
The GANT Anniversary collection heavily relies on the brand’s archival pieces. It celebrates GANT’s legacy, drawing from the signature styles that have defined American sportswear for decades.
Think Oxford shirts from the 1950s, heavy ruggers, and the iconic leather varsity jacket that dominated the 1980s. A revival of the Ivy Harrington jacket from 1997 completes the time capsule.
Christopher Bastin, GANT’s creative director, shares the emotional journey behind the collection: “We poured our hearts into creating this anniversary capsule, recreating some of our absolute favorite pieces from the past seven decades. The outcome is a personal and highly curated cross-section of our legacy within American sportswear.”
This isn’t a trip down memory lane—it’s a nuanced reinterpretation. Bastin notes, “It’s commemorating without being overly nostalgic. It all feels very contemporary and now, which I think is a true testament to how iconic clothing stands the test of time and trends.”
A fitting tribute to a storied past, GANT’s campaign bridges the brand’s storied heritage with the freshness of modern-day style.
