Did Gap Just Signal the End of Normcore?
Though Gap has been around for ages, the brand's been in the news more for its struggles than its successes lately. With their creative director Rebekka Bay recently jumping ship, a common theme over the years, it’s fair to say they’ve been playing a game of musical chairs trying to find the right person to rejuvenate the company’s reputation and financials. Think of them as the little fashion engine that just barely can, if you will. While this editor has always been a fan of their quality basics and their awesome price point, others have been quick to write them off. But with the announcement of their surprising new campaign it might be time to think twice about that! A new 12-part video series titled "Spring Is Weird" hints at a quirky new direction for the brand, not least because it stars everybody’s favourite funny girl Jenny Slate. Perhaps even Gap is tiring of our heavy reliance on all things normcore? We'll have to wait and see, but the first video's trippy glimpse at a love story has us itching to see more!
Check it out for yourself below, and let us know your thoughts on Gap's new direction in the comments!
Columbine Smille and Clemence Poesy Who are your 5 favorite people to follow on Twitter/Instagram?
@michelgaubert @__nitch @therow @textsfromyourexistentialist @theacademynewyork What's the fashion essential you can't live without?
A stylish but comfortable pair of black ankle boots. What's your desert island album?
I Love You, Honeybear by Father John Misty What's your favorite WhoWhatWear.com story? A Complete Roundup of Anna Wintour’s Best Career Advice Ever See More
-
These 27 Luxe-Looking Basics From J.Crew, H&M, and Gap Have All of My Attention
Rich-girl vibes, right this way.
By Jennifer Camp Forbes
-
25 Cotton Thongs That Are Cool and Comfortable
Stock up.
By Bianca Nieves
-
I Shop for a Living—6 Chic Pieces I'm Buying to Fill the Gaps in My Closet
Time for a mid-season refresh.
By Jennifer Camp Forbes
-
People in Paris Look Wealthier Even If They're Not—Here's Why
A French lesson in quiet luxury.
By Perveen Singh
-
Gap's Cyber Sale Is the Key to Refreshing Your Worn-Out Basics on a Budget
I'm looking at you and you and you.
By Eliza Huber
-
Gap's Entire Site Is 40% Off Right Now—Here's What a Fashion Editor Is Buying
Including cute pajamas at 50% off, too.
By Drew Elovitz
-
These Gap Items Have Reached Holy-Grail Status—3 Fall Looks I Can't Stop Wearing
I'm calling them essentials.
By Natalie Gray Herder
-
Gap's Chic Fall Collection is on Major Sale—I'm Obsessing Over These 21 Pieces
Everything is under $100.
By Jennifer Camp Forbes