For years now, it seems the Gap has struggled to keep up with competitors like H&M and Topshop, which have painted themselves as class-to-the-masses retailers. Yet despite several image-changing attempts such as its collaboration with Colette last year, this year’s launch of an affordable luxury denim line, and a disappointing Pierre Hardy shoe collection, the brand still hasn’t managed to generate the same buzz.
The latest moves by the Gap, however, may just push the label to experience the revival it’s looking for. For starters, they’ve done a collaboration with the cutting-edge Parisian concept boutique, Merci. But the bigger news is that they’re going to host next year’s Met Ball. It was Grazia‘s exclusive interview with creative director Patrick Robinson that piqued our interest (and excitement) in the Gap’s participation. Robinson seems to be bringing a historical perspective to the event (to be co-hosted with Anna Wintour, of course, and Oprah): “We are excited by the theme ‘American Woman: Fashioning a National Identity,’ as this feels like a really natural fit — hopefully in our 40 years we have done just this by delivering versatile American style.”
We’ll be interested to see how this all manifests, and are hoping that we can count on Robinson’s scoop on the fall collection, which sounds like it could provide some potential wardrobe staples. He says, “Look out for our new take on the classic Gap grey sweatshirt – which I predict will be the essential easy luxe piece for 2010.” [Grazia]