top of page
Search

The “Gap Glow Up”: How Zac Posen Achieved the Unexpected 

Guest Writer
3 min read

By Jaslyn Lam


The word that comes to mind when a brand such as Gap is mentioned could not be further from the term ‘luxury’. After all, we’re talking about a brand defined by its understated, saturated pieces that inherently leaned into the concepts of simplicity and ‘everyday classics’. At its peak during the nineties, Gap embodied the ultimate retail dream of desirability, with over 2,000 stores worldwide, sales into the far-reaching billions, and a cross-generational appeal that made every customer come back for more.

Source: Business Insider
Source: Business Insider
Source: Vogue Business
Source: Vogue Business

However, lamentable decisions regarding over-expansion, poor leadership, and excessive discounts had sent the once glorified Gap into a downward spiral spanning the past 20 years, as we’ve become first-hand witnesses to its struggle to keep up in the race against fast-fashion companies such as H&M and Zara. The company’s valuation had gone from $40 billion USD to $8.41 billion USD, with sales dwindling at a fleeting rate. The future could not have been spelt out any clearer: fashion had left the brand behind in the dust, and it was long gone. Or so it seemed...


In February 2024, Gap Inc. appointed American designer Zac Posen as its executive vice president and creative director. Looking in from the outside, the pairing of Posen and Gap seemed unlikely- how could someone like Posen who has an intrinsic affinity with glamour and best recognised for his elegant red-carpet styling possibly become the saviour of a brand built on everyday basics? In the eyes of Richard Dickson, the CEO of Gap Inc., Posen’s experience with couture and radiance of flair made him the perfect fit for the company. In a Vogue interview, Dickson claimed: 'Those sparkles turned heads. The lights were now on at Gap.' Since Posen’s arrival, Gap Inc. has seen sales rapidly grow over four consecutive quarters, with its stock and shares on the rise.


Shocking the world, Posen has successfully ushered in a brand new, previously deemed impossible era for the American mall brand. He has steered the company in a direction completely unheard of within the Gap playbook, introducing a realm of Hollywood glamour, celebrities, and pop culture. 

Source: Bloomberg
Source: Bloomberg

In 2024, Posen brought his repertoire of design to the Met Gala, designing a custom Gap ballgown for actress Da’Vine Joy Randolph, marking the first time a custom-made Gap look has been worn to the prestigious event. Inspired by intimate themes of romanticism and history, the gown meticulously embodied the silhouette of an evening dress from the 1700s with its exquisite off-the-shoulder neckline and billowing, long train. The construction of the gown represented a timeless coalescence of modernity and 18th century glamour, as its all-denim draping paid homage to Gap’s classic 1969 denim. The dress marked Posen’s first public project since undertaking his role at the brand, making a statement to the world regarding Gap’s future, characterised by cultural revolution, relevance, and an elevation of style. This only marked the beginning. Since then, Posen has tapped into a journey of creative exploration with the brand, designing a series of custom luxurious looks for actresses Anne Hathaway and Cynthia Erivo, each reminiscent of classic, staple Gap pieces such as its shirting and iconic hoodie, blurring the presumed distinct lines dividing casual-wear and polished sophistication. 

     Source: Cosmopolitan
     Source: Cosmopolitan
          Source: Tom + Lorenzo
          Source: Tom + Lorenzo





















With the intention of furthering the brand’s modern-day resurrection, Gap’s recent campaigns have been a divine artistic collaboration of fashion, music, and dance, with rising pop stars Tyla and Troye Sivan at the forefront of their Spring and Fall collections. The campaigns, featuring Gap’s Linen Collection and ‘Get Loose’ series, reflect the brand’s determination to keep their foot on the pedal of popular culture, in order to reinvent themselves amongst the younger generation and disseminate their newfound message of using fashion as a vehicle for self-expression and artistic entertainment.

Source: Complex
Source: Complex

Despite all these drastic transformations to the company, Posen isn’t close to finished. His work is a testament to the brand’s continued ambitions of perpetuating its cultural relevance and influence by taking something classic and reorienting it for a new generation. As we patiently wait to see what the brand’s next bold move is, they couldn’t have made their message clearer: Gap is back.



Comments

bottom of page