Is Gap planning relaunch after hiring COS chief?

As Gap announces its new Head of Design, will the label turn direction?

Gap today announced the appointment of Rebekka Bay as Creative Director and Head of Global Design for the brand.

Bay will be responsible for product sold online and in the nearly 1,600 stores in 42 countries in which Gap operates.

Formerly, Bay was the brains behind the concept, development and launch of COS where she spent 5 years as Creative Director. COS, owned by H&M, is one of the triumvirate of Scandinavian labels infiltrating the high street and changing the way Brits dress. Acne, COS and H&M have championed a generation who see practical and minimalist as the ultimate in utilitarian cool.

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The choice of Bay as Creative Director of historically preppy Gap could see a new direction for the brand which sees net sales of $14.5 million per year.

She fills the position left by Patrick Robinson who departed the company as Creative Director in May 2011. Pam Wallack, head of the Gap Global Creative Centre in New York, had been overseeing.

‘We’ve taken the time to identify the right creative leader for Gap and we’ve found that in Rebekka,” said Stephen Sunnucks, president, Gap Inc. international. “We’re confident that Rebekka’s approach to design along with her considerable international experience will allow her to help us build upon the momentum we’re delivering in the business today.’

Gap meets COS? We like the sound of that...

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