Launching in the early hours of the morning across the United States, the new fashion partnership between Gap and the New York founded LoveShackFancy had already largely sold-out in many styles in a matter of minutes.
Available both on the Gap and LoveShackFancy websites, the limited-edition, multi-category capsule collection has been so well received that high-demand items such as a trench coat perfectly demonstrating the fusion of the partnership – a typically classic Gap trench enhanced with a floral LoveShackFancy style lining – have already run out.
The 76-piece collection brings a fresh take to classic denim, pastels and Gap’s signature arch logo across a collection of denim, leisure-wear, dresses and jackets with prices ranging from $17 to $248.
The face of the campaign for the collaboration is the GRAMMY Award-winning artist, Ciara who stars alongside two of her children, Future and Sienna, highlighting the multi-generational styles for adults and children.
The campaign success will no-doubt be music to the ears of Mark Breitbard, Gap’s Global President and CEO. The Gap brand has seen its fresher strategy prove profitable with a return to a core of stylish wardrobe staples, targeted marketing and aspirational partnerships such as the one with LoveShackFancy.
“Championing individuality through style, fashion, and culture is the foundation for every collaboration we do at Gap,” said Breitbard “Reinventing and remixing beloved product icons, such as the classic Gap arch logo, bridging heritage and modernism, is how these partnerships come to life. I’m excited for customers around the world across every generation to experience a little piece of the magic created with LoveShackFancy.”
The LoveShackFancy brand is on an impressive growth trajectory and now had 17 stores globally, including it’s first international store in London which opened in 2022.
The brands retail portfolio is impressively developed with stores developed in aspirational locations, and the retail theatre creating impact even from the street-view.
The brand originated from founder, Rebecca Hessel Cohen’s desire to design the perfect bridesmaid dress for her own wedding. Developing from an initial collection of hand-dyed silk dresses, LoveShackFancy quickly gained a dedicated following and embraced the storytelling opportunity through social media. Sell-out collaborations previously include Hurley, Bogner, American Girl and Bandier.
“Re-imagining iconic Gap classics for all generations through our LoveShackFancy lens has been a dream,” said Cohen “Each piece is the perfect mix of nostalgia and freshness that you’ll live in forever and won’t find anywhere else. I couldn’t be more excited for this collection to bring some of our magical world to even more people around the world for them to fall in love with.”
The collection launches today, August 4, the Gap x LoveShackFancy collection will be available to shop on Gap.com, LoveShackFancy.com, in select US LoveShackFancy stores, and in select global Gap stores. It will be available across other international territories and stores including UK later in the year
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