Gap Inc. swapped out the blue and beige for the red carpet this week as its Executive Vice President and Creative Director Zac Posen unveiled GapStudio, a new line of what it describes as elevated staples, all designed by Posen himself.
The first drop came in time for the holidays, and features two moto jackets and two dresses, ranging in price from $128 to $248, and the Coated Denim Cropped Moto Jacket ($228) has already been spotted on A-listers Emily Ratajkowski and Demi Moore.
Available exclusively online, and set to hit Japan’s market by Jan. 14 at Gap’s flagship stores in Shinjuku, the collection showcases the brand’s evolution, inspired by Gap’s essentials and with the pieces designed for transitions from day to night.
Gap had previously released Anne Hathaway’s Zac Posen-designed poplin shirtdress, which sold out within hours, and in doing so the apparel brand is stepping into a new era.
But this new venture is much more than a niche capsule, it’s a full-bloodied backing for a man brought in to give Gap creative direction after a decade of clothing so anonymous it let your personality shine out.
GapStudio New Designs
The official tack is that its set to bring an elevated twist to Gap’s traditional offerings, with Posen and his New York-based design team at the helm. Scheduled to expand in both physical stores and online in spring 2025, the purpose of GapStudio is to hold true to the brand’s everyday wear motif, but serve it up with a touch of luxury.
And getting a few celebrities on board can hardly have hurt.
But GapStudio represents a significant shift for Gap Inc., indicating a move towards a more fashion-forward approach while remaining true to the brand’s roots of accessibility and classic American style.
It also represents a considerable show of faith in Posen who joined Feb. 5 of this year, just ahead of New York Fashion Week. In assuming the role, Posen became the first person to oversee design across Gap Inc.’s four brands: Gap, Banana Republic, Athleta and Old Navy, where he also took on the additional role of chief creative officer.
“Gap Inc and its brands have shaped American fashion and pop culture for decades and there’s so much potential at Old Navy,” Posen, who will relocate to San Francisco for the role, said on joining. “I’m eager to join Gap Inc. now as brand reinvigoration kicks up across the portfolio, rooted in great product, experiences and a new culture of creativity.”
Posen is best known for red carpet dresses for the stars, as well as costume design for the New York City Ballet, while he also worked alongside Heidi Klum and Tim Gunn as a judge on six seasons of tv fashion reality competition Project Runway.
Dickson Continues Direction Change
He was a key appointment for Gap Inc. Richard Dickson, who took over as President and CEO in August 2023 from Mattel, while he was still basking in the afterglow of movie product brand spin-off Barbie, and the apparel retailer has been focused on improving its products, brand positioning and marketing ever since.
Dickson told analysts on Gap’s most recent earnings call last month that the retailer’s eponymous Gap brand is “moving again” with what he called “trend-right products, big ideas and culturally relevant messaging”.
Net income for the quarter ended Nov. 2 came in at $274 million, a healthy rise over the prior year comparable figure and broadly in line with analyst expectations. Operating income rose to $355 million in the quarter from $250 million in the year-prior period. Total revenue rose 2% to $3.83 billion, just topping Street estimates of $3.81 billion, while total same-store sales rose 1%.
GapStudio is the next iteration of the recovery, moving the retailer into new customer segments and giving the overall brand an ethos and identity it has lacked since the heady 90s when the three letter motif helped redefine casualwear.
Might GapStudio butt heads with the more upscale Banana Republic? Given that Posen oversees everything, the likelihood is that he will be able to retain differentiation as Banana Republic redefines its own offer in the wake of a disastrous stray into homewares and furniture.
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