Dresses from 90s brand grace red carpet after rough patch in which brand closed stores and broke tie with Kanye WestThis year’s awards season brought a surprise fashion comeback: Gap. Everyone from Timothée Chalamet and Demi Moore to Cynthia Erivo and Anne Hathaway has worn the US high-street brand on the red carpet in the past year, and this month parent company Gap Inc released its most recent financial results – with sales up 7%.Joy Montgomery, commerce editor at Vogue, describes Hathaway’s decision to wear a luxe version of a white shirt dress later sold in store, which the actor wore to a Bulgari event last year – as “a moment that the fashion world sat up and realised that something was changing”. Continue reading...
Gap is experiencing a fashion comeback, marked by celebrity endorsements, increased sales (up 7%), and a renewed focus on its 90s roots. This follows a period of struggles including store closures and the termination of its collaboration with Kanye West. The resurgence is attributed to a new leadership team including CEO Richard Dickson and creative director Zac Posen.
