Dive Brief:
- Gap launched GapStudio’s first collection on Thursday with a womenswear capsule designed by Zac Posen, Gap Inc.’s creative director and executive vice president, according to a Tuesday press release.
- The 51-piece line, called Collection 01, features 24 styles in sizes XXS to XXL and 00-16, according to a spokesperson. Prices range from $78 to $248, and items include outerwear, separates and two new colorways of a poplin shirtdress that sold out upon its release last year, per the release.
- Collection 01 will be available online and in 10 stores in New York, California, New Jersey, Florida and Illinois, as well as in select international markets. An ad campaign accompanying the release was shot by Mario Sorrenti and styled by Alastair McKimm, and features models Alex Consani, Imaan Hammam and Anok Yai.
Dive Insight:
Gap Inc. is in the midst of a refresh under the leadership of Richard Dickson, who became CEO in 2023.
One of the biggest changes at the company was bringing in Posen last year to oversee the company’s creative vision, which included launching the GapStudio subbrand in December. Collection 01 marks the first look at an expanded concept of Posen’s new line.
“For over 55 years, Gap has been a canvas for creativity, allowing creators to reinvent Gap classics as personal expressions of style,” Mark Breitbard, president and CEO of the Gap brand, said in a statement. “Now with GapStudio, we’re taking that legacy to the next level. GapStudio creates both accessible, coveted retail collections and exclusive, one-of-a-kind designs that celebrate self-expression and solidify Gap’s place in culture.”
The collection offers staple pieces such as jackets, a trench coat and denim bottoms in classic colorways including navy, khaki and what Gap called a “pop-orange” hue. It will also “showcase new proportions and finishes” and feature shapes and silhouettes influenced by “Posen’s distinct approach to drape, tailoring, and construction,” per the release.
“GapStudio is where craftsmanship, creativity and culture come together,” Posen said in the release. “Inside Gap’s New York HQ, we’ve built a creative studio where I’ve designed looks for the red carpet, and where we’ll continue to collaborate with visionary talent in the future. GapStudio Collection 01 reflects that vision — blending tailoring with innovative denim treatments that sculpt and refine the fabric in new ways. This is just the beginning.”
Posen’s first big moment for the company was accompanying actor Da’Vine Joy Randolph to the Met Gala in May 2024, where she wore a custom Gap couture denim gown. Later that month, actor Anne Hathaway wore a poplin shirtdress designed by Posen to an event in Rome. A version of that dress was later made available on Gap’s website, and sold out in less than six hours.
At the end of last year, GapStudio debuted with a womenswear holiday collection, and in February the subbrand released a version of a denim menswear suit first worn by actor Timothée Chalamet.
Gap Inc.’s fourth quarter net sales declined 3.5% year-over-year to $4.1 billion, and Gap brand net sales fell 3% to $980 million for the period.
