| Gap cleans up its act |
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| Friday, 25 April 2008 | |
 Gone were the coloured scarves and accessories. Gone, too, was the American feel-good factor, the kind of playful looks we've grown to love from the high street conglomerate. Instead, Gap did a drastic three-sixty, which in fashion terms is the equivalent of major
change in direction.
True, the retailer needed to adapt to the European market. Khakis, after all, have never looked good this side of the Atlantic, nor are they likely to ever become fashions next must-have. Similarly, the cuts of Gap's jeans and tailoring required refreshing and were simply not commercial enough for a more trend-led European customer. The accessories, on the other hand, have always been a big hit, with a design team who've worked with Marc Jacob and LVMH there's little to not covet.
The new head of design Keith Warren created a look that is much cleaner and minimalistic in comparison to the US product which is more layered and casual. Highlights from the European collection were slim white shirts and high-waisted skater skirts, a long-line biker jacket-style wool coat with zip detail, and boyfriend-style oversized blazers for women. For men, key look included navy and charcoal moleskin blazers, pale grey cashmere cardigans, and slim grey trousers. Gap will be great for basics next season. The modernised cuts on its jackets and trousers should do well for a more discerning customer. We dread to think what has happened to its fabulous stripes and trademark accessories, though. Let's hope being absent from the runway doesn't mean they'll be absent from its shelves. |
So next season Gap has opted for a stark, sober, late eighties Helmut Lang versus Jil Sander kind of look. Black, white and navy were the predominant colours on the runway, with flashes of cerise appearing on a chiffon dress, a jumper, or shirt. Models were carefully cast to illuminate it's change of mood, with the current face of the Jil Sander campaign leading the men. 
