Tomorrow begins the second of Gap's design editions, a collection of white shirts, dresses, and tanks designed by Phillip Lim, Michael Bastian, Band of Outsiders, and Threeasfour. There will also be some jewelry, designed by Phillip Crangi.
Strangely enough, there is no information to be found on Gap's website. Unfortunately, as with many designer collaborations with low-priced retailers, the results tend to be disappointing. Gap's last design edition project, with Thakoon, Doo.Ri, and Rodarte, produced a collection of ill-fitting, unexciting white dresses that looked a little unfortunate lumped together on a relatively innocuous rack. Perhaps a simple white shirt is a better starting point for this particular type of collaboration.
Gap's practice of using top models in their ads is an obvious attempt to lure shoppers into their stores, but their consistently drooping sales begs the question- there must be something wrong with the clothes. Still, the lure of a designer name can be enough to increase traffic and sales temporarily. But I wonder if these designers, popular among fashion insiders, but still relatively unknown to the buying public, will be the shot of fashion credibility Gap is desperately seeking in the age of H&M and Forever 21.
