Bold Moves Are Required

Zac Posen as the new creative director of Gap? In the pantheon of unexpected fashion pairings, it’s almost as outlandish as that time Lindsey Lohan was named creative director of Ungaro. Gap has built its reputation on selling jeans, chinos and T-shirts. Posen has built his reputation on dressing Oprah Winfrey, SJP and Katie Holmes in satin evening gowns redolent with Old Hollywood glamour. 

But that’s the point. After being in the doldrums for too many years to remember, it needs a drastic change of direction. The basics for which Gap was once so loved are being done much better by too many other brands. What you can’t be these days is ‘meh’. Great basics will always be covetable. “Meh’ basics are the least coveted commodity in the entire kingdom of fashion. 

Those with long memories will recall that Gap has form in enlisting high fashion designers to refresh its offer, including Roland Mouret, Maria Grazia Chuiri and Pierre Hardy, to name but three. Posen’s appointment might have raised eyebrows, but he was put there by Richard Dickson, Gap’s newish CEO who previously worked for Mattel. Dickson’s previous achievements? Oh, just coming up with the idea of the Barbie movie. No biggie. Good luck to Posen. In an era of too much product, bold moves are required if you want yours to sell.