San Francisco-based Gap has been unveiling elements of its new strategy under the leadership of CEO Richard Dickson and creative director Zac Posen. Using the power of Posen’s fashion connections, Gap dressed A-list actress Anne Hathaway in a white poplin shirt dress detailed with a bustier for a Bulgari even held in Rome.
The Hathaway dress was a follow up to a custom Gap dress designed by Posen for actress Da’Vine Joy Randolph for the Met Gala with both generating chatter on how the chain would capitalize on the coverage.
Gap siezed the moment, following up with a take down of the Hathawy dress minus the bustier, priced at $158. Announced on Gap and Posen’s social media accounts, the dress was launched on Tuesday (May 28, 2024) and sold out within hours.
The splasy red carpet appearance follows a well-received campaign featuring South African pop star Tyla, who appeared in a visual recreating a scene from Jungle‘s viral “Back on ’74” video. Bolstering Gap’s Old Navy division, the conpany tapped Tracee Ellis Ross and Yara Shahidi for its summer ad campaign.
In a March interview with CNBC’s Jim Cramer, Dickson elaborated on his strategy, stating, “We’ve been reigniting this brand and drawing on what made the brand so special in the first place, by offering trend-setting products and presenting them in unique ways that only Gap can. We’re leveraging music and fashion as forms of entertainment, while also elevating essential products such as linen, denim, and wovens, amplifying their narrative and driving share growth.”
Check out Gap by Zac Posen’s white dress below.
Enjoy a look at the campaigns below.
