Just when you thought Gap was a distant memory of early 2010s fashion, the brand has responded with a highly anticipated collaboration with fashion favourite Cult Gaia.
Gap, renowned for its laid-back American basics, and Cult Gaia known for its statement luxury pieces have created a collection that elevates Gap’s everyday staples with Cult Gaia’s high-end, modern edge.
Founded in 1969, Gap has become an iconic symbol of casual style with its hoodies, jeans, and t-shirts being a staple across many generations. However, in the wake of recent years, the brand has been on the decline, facing a drop in sales, store closures, and a struggle to adapt to modern-day fast fashion and emerging trends.
However, this collaboration offers Gap the chance to revitalise the brand’s image and reassert its relevance amongst the fashion industry. Further giving Gap a fresh perspective that not only appeals to its long-time fans but captures the interest of new Gen Z consumers.
The collection dropped at 12pm on the 10th of October under the creative direction of Zac Posen, with a 35 piece holiday collection that focuses on an array of elevated basics for women and childrens apparel. Gap stated the collection features ‘statement pieces that infuse Gap’s most loved essentials with Cult Gaia’s modern, sculptural influence, celebrating the beauty and strength of women and original style.’
This collaboration introduces fans of Cult Gaia to those who would not have previously considered Gap. Furthermore, creating an accessible collection, allowing those who have admired Cult Gaia but may not have had the means to afford the luxury price point. With this partnership, Gap is making high-end fashion accessible at Gap’s more attainable price point, while redefining the brand’s identity in the process.
This marks a pivotal moment for Gap to reassert its place within the fashion industry by embracing modern innovation while staying true to the brand’s roots. This marketing strategy hints at new beginnings for Gap showing its willingness to adapt to the changing times, and its desire to explore new creative directions. Furthermore, combining Gap’s legacy and artistic revival to transform the brand.
