With the launch of the Spring 2014 lookbook in April, Gap Creative Director Rebekka Bay sets the tone of her six-month-old stewardship as Creative Director of Gap, Inc. For those of you who aren’t yet familiar with Bay, who joined Gap in October 2012, she is known for her conceptualization, development and launch of H&M brand COS (a higher end fast fashion brand).
The Logo Rioters Get Their Way
Bay’s Spring 2014 lookbook does two things: it tells us that Bay is defining who Gap is through her own COS lens (which is great), but also through Gap’s no-frills, 90s aesthete past (even better). Gap’s target influencer demographic is wearing COS abroad and vintage 90s Gap minimalist casualwear right now. Influencers everywhere are pouring into Opening Ceremony for clothing that is essentially Gap in 1999… for $300 a shirt. Think of this demographic as the one that threw a fit over losing the original Gap logo to the Helvetica-ized version, and had their way when Gap reinstated the original logo under pressure. This is because while Gap has been in flux for a decade trying to figure out who it is and who it could be, the Gap consumer has had a very strong understanding of the brand’s identity, and how the brand should continue. And over and over again, in focus groups and style forums around the world, the answer has rung out: bring back the Gap of the 90s, and become the classic brand that you once were. [Read more…]