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For my Dior day, I met a group of gay men and women for dinner and was greeted with a round of compliments. The real test, however, came the following evening, when I tried out Boy de Chanel at dinner with a straight, quite masculine college friend I’ve known for over a decade. He said I looked like I had applied the Paris Instagram filter to my skin. I revealed the secret, and he proceeded to order the concealer as we spoke, plus a Glossier skin tint I recommended in lieu of foundation and an Augustinus Bader lip balm. It was a surprising turn, but our conversation ended with a quick and simple affirmation. “I’m down,” he said, shrugging with a smile. As any ’90s kid worth their patchwork Tammy jeans will tell you, you were no one until you had a Gap logo jumper. With its graphic, varsity-inspired lettering and everyman (and woman) appeal, it offered a “part of the gang” allure to its wearers, many of whom were tweens and teens desperate to become students of this all-American institution. Still, Gap has not had the easiest ride in the intervening years–three decades, in fact, where the very foundations of the industry shifted irrevocably and brands were faced with a new frontier of online shopping and social-led marketing. What’s a multinational fashion corporation to do?Wolf I Will Not Break But One Day I Will Fucking Snap Shirt
Take a leaf out of the designer playbook, apparently. In 2023, the brand shook up its creative leadership team and hired red-carpet stalwart, Zac Posen, as creative director. Then followed a slew of high-profile A-list appearances, with everyone from Anne Hathaway to Timothée Chalamet not only repping the democratic brand, but repping the democratic brand on the red carpet, no less. A new era had begun. Meanwhile, interest in second-hand Gap pieces from the ’90s and Noughties has surged amongst Y2K-obsessed Gen Z-ers, further boosting the cultural buzz around the nostalgic brand. Launching today, GapStudio is the next stage of the brand’s evolution. Designed by Posen, and with a star-studded campaign shot and directed by Mario Sorrenti and styled by Alastair McKimm, it’s a statement of intent for where (and for whom) Gap wants to take its business. Collection 01, which drops today, is a real celebration of Posen’s love of draping and construction, and features everything from silk slip dresses and tailored shirting and trousers, to corsets and bubble-hem miniskirts. Prices range from $78 for a tank top to $248 for a denim trench coat.
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