Just over two years after she arrived in to a resounding fashion-world fanfare, Gap has confirmed that its executive vice president and creative director Rebekka Bay has exited the company - and it won't be replacing her.
Bay, an H&M alumnus who was responsible for the remarkably successful launch of its sister label COS, made the leap to Gap in September 2012 but was unable to work the same magic on the all-American label.
While an executive shuffle plugs the gap she leaves on the business side, a statement released by the company revealed that the senior design team will step up creatively while it considered its options design-wise.
In a statement, newly appointed global president of Gap Jeff Kirwan said: 'I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand.
'She has helped develop a dynamic design team, some of the best creative talent in the industry, and I’m confident that our strong bench of senior designers will see the brand into its next phase.
'Now’s the time to intensify our customer focus and break-through with a truly dynamic and integrated approach to building relationships with our customers.
'As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world.'
Bay replaced Patrick Robinson, who departed the company as creative director in May 2011, although her remit was much broader - as well as leading the design team she was also responsible for developing the vision for the entire Gap brand, including working on the marketing and communications, and, as executive vice president, had global responsibility for Gap's women’s, men’s, 1969, accessories and body lines.