Dive Brief:
- Gap is collaborating with LoveShackFancy on a 76-piece capsule collection of jeans, skirts, dresses and pants, the company announced this week.
- The collection will feature men’s, women’s, children’s and baby apparel and accessories, with a focus on classic denim, pastels, neutral tones and vintage-inspired “whimsical textures and fabrics.”
- Gap launched another collection to capitalize on the current vintage trend earlier this year, a collection of its items from the 1980s, 1990s and 2000s, curated in-house.
Dive Insight:
The LoveShackFancy collection launched Friday on both Gap’s and LoveShackFancy’s websites and in both brands’ select storefronts. It ranges in price from $13 to $248.
The company said the collection merges Gap’s styles with LoveShackFancy’s vintage-inspired florals and feminine silhouettes.
"Collaborations and partnerships give us the opportunity to reinvent and reimagine Gap's product icons, to remix the classic Gap logo that our customers love," Mark Breitbard, Gap global president and CEO, said in the release. "The collection is unique and unexpected, and I'm excited for customers around the world across every generation to experience a little piece of the magic created with LoveShackFancy."
LoveShackFancy, founded in 2013, is heavily inspired by vintage clothing and features floral prints and hand-dyed fabrics. Its flowy, feminine dresses benefitted from TikTok's cottagecore trend.
The brand specializes in women's and girls’ clothing and home decor, so the collaboration with Gap marks a rare foray into menswear for Rebecca Hessel Cohen, founder and creative director of LoveShackFancy.
"Re-imagining iconic Gap classics for all generations through our LoveShackFancy lens has been a dream," Cohen said in the release. "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.”
Grammy-award winning artist Ciara is the face of the campaign, along with two of her children, Future and Sienna. The ads are designed to show that the capsule allows for “family matching moments,” per the release.
