Is the gap back?
The retail chain that first opened in San Francisco in 1969 has seen its fair share of highs and lows, from record sales to Kanye West drama.
Gap was hugely popular in the 1990s and 2000s, with inescapable commercials and A-listers including Sarah Jessica Parker, Missy Elliott and Madonna starring in campaigns.
However, it seemed to fade into oblivion in the 2010s when no one wore the namesake sweatshirts anymore — but there was a minor resurgence in 2020 as Gen Z members took to TikTok to perform dances in the hoodies.
Now the brand is back and possibly better than ever with American designer Zac Posen, 43, at the helm, creating dresses for A-listers while the brand collaborates with buzzy brands like Doen and LoveShackFancy.
Stars like Sarah Jessica Parker (pictured above) appeared in classic Gap commercials wearing the brand’s wildly popular striped sweaters
Now the brand is back and possibly better than ever with American designer Zac Posen, 43, at the helm
Opened in 1969 in San Francisco, Gap has had its fair share of highs and lows, from record sales to Kanye West drama
Kanye West was mocked on social media after fans complained that his Yeezy line for GAP was shown in trash bags at the rapper’s request
Kanye West’s Yeezy Gap collaboration, developed by Balenciaga, drew comparisons to trash bags
Before Posen turned it all around, Gap was dealing with its fair share of drama surrounding the brand’s relationship with Kanye.
In September 2022, Kanye ended his partnership with Gap after releasing a slew of controversial items.
One of Kanye’s most memorable drops was when he stored clothes in trash bags for potential shoppers to hunt through, which was mercilessly mocked on social media.
Kanye originally signed his eight-year contract in June 2020, but pulled the plug on their partnership in 2023.
The rapper’s lawyers claimed that Gap breached their agreement by not releasing clothing as planned or opening stores.
Before Ye and Gap parted ways, many people on social media called for the brand to part ways with the controversial figure following his anti-Semitic comments: including praise for Hitler and a vow to ‘die against JEWISH PEOPLE.’
The Kanye drama, in which Gap demanded more than $2 million to cover potential damages, wasn’t the only issue – although things have gone quiet as there have been no updates on the case since 2023.
The store also had to close all 81 stores in Britain and Ireland in 2021.
Gap is back in the public eye after Anne Hathaway, 41, showed off a shirt dress with a white corset bodice that shockingly came from the Gap
Commenters loved the fresh take on a classic, calling it “the future of Gap,” with one writing, “More of this and less of the five different versions of $80 paper bags y’all are selling”
Now Ye is gone and Gap is back in the public eye after Anne Hathaway, 41, showed off a striking shirt dress with a white corset bodice that shockingly came from the Gap at a Bulgari event in Rome on May 20.
The Idea of You star ensemble was designed by Posen and styled by Erin Walsh.
According to Gap’s Instagram, it was ‘a new take on a classic ‘that’reimagines Gap’s classic white shirt by “mimic[ing]the construction of the shirt’s collar and button placket, but adding a feminine twist with gathering at the waist and a matching corset.”
The ‘modern look’ is inspired by the Audrey Hepburn film Roman Holiday and can be pre-ordered online.
Commenters loved the fresh take on a classic, calling it “the future of Gap” on Instagram, with one writing, “More of this and less of the five different versions of $80 paper bags y’all are selling.”
One person said they planned to use the deconstructed white button-down as one of their wedding looks.
Many commenters simply praised Posen for his design talent, enthusing, “Wow, Zac Posen is creating amazing fashion at Gap” and saying, “I’ve said it before and I’ll say it again: Zac can make any garment work.” . of art.’
“Leave it to the one and only @zacposen to take a piece of clothing and turn it into a red carpet-worthy moment,” one supporter read.
Posen closed his eponymous brand in 2019 after almost twenty years.
Gap was celebrated for its vibrant collaboration with LoveShackFancy, a super feminine, floral-focused brand
Gap has released a collaboration with Doen, a Los Angeles-based brand that counts Taylor Swift, Selena Gomez and Kylie Jenner as fans
Posen, who also oversees Banana Republic, Athleta and Old Navy, dressed Da’Vine Joy Randolph, 38, for the Met Gala
This wasn’t Posen’s only foray into Gap designs for A-listers after he was named executive vice president and creative director in February.
Posen, who also oversees Banana Republic, Athleta and Old Navy, dressed Da’Vine Joy Randolph, 38, for the Met Gala.
The New York City-based designer was showered with praise for her stunning custom denim dress absolutely adored on social media.
Gap is also being celebrated for its recent buzzy collaborations with Doen, known for its beloved summer dresses, and LoveShackFancy, a super feminine, floral-focused brand.
It seems that with Posen’s impact, the Gap may be back, but this time the hoodies have been replaced by classic white button-downs with a little edge.
