There's no denying it--Gap has faced tough times this past year. They fired Patrick Robinson, the creative director and face of the brand (and still haven’t named a successor), there was that whole logo change fiasco, and shares fell 15.5% based on reports in WWD this past May.
Gap's 1969 denim line has been the bright spot--their colored and animal print jeans are seriously awesome (really go get some, they're only $70 bucks and I can personally vouch for the light blue leopard print ones). And their spring collection, which we previewed during New York fashion week, looks promising; we loved the perfectly tweaked basics, shoes, and color blocked dresses. But, still, Gap could use a boost, something to revitalize the brand. Something like a really really good collaboration. One with someone like Isabel Marant.
Elle UK's fashion director Anne-Marie Curtis just Tweeted, "Isabel Marant to collaborate with Gap. Start queuing now," and the fashion Twittersphere is slowly reTweeting it, wishing it to be true. Count us among those wishing Curtis is truth telling. Gap and Marant are a match made in heaven. Her denim-heavy French It-girl style would lend itself very well to a Gap collab. We even dreamed it up in March of last year. This season she showed a lot of tie-dyed denim, athletic jerseys, and varsity jackets--it was very American-inspired, and what's more all-American than Gap. Fingers crossed...
UPDATE: Sigh. Marant is doing one of Gap's RED project tees. That's it. Curtis just updated, "Sorry folks. Misinformed. Marant collaborates with Gap but is limited edition t-shirt for RED project.Am sure is a very fabulous t though..."