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Rebekka Bay Is Out at Gap

The retailer has eliminated the creative director role.
Photo: Justin Sullivan/Getty Images

Photo: Justin Sullivan/Getty Images

Does a mall brand seeking to reinvigorate itself need a creative director? If you ask Gap, the answer to that is apparently a no. 

On Thursday, the American retailer announced that "in evaluating the right leadership for the brand" it has decided to eliminate the role of creative director, meaning Rebekka Bay is out of a job after just a little over two years with the company. Apparently the magic design touch she exhibited at H&M offshoot Cos, which she conceptualized and launched, wasn't enough for Gap, which continues to struggle with defining its image

This comes on the heels of the news that Gap Inc. is shutting down Piperlime, cutting off the excess weight of a brand that only accounts for 1 percent of its overall sales. In the midst of all this turnover, the company's incoming CEO, Art Peck, will start in his new role next week.

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According to a release from the company, "Gap has a strong senior design team in place to ensure a seamless transition," although it will be evaluating the "long-term leadership approach for the global design team."

We're sad to see Bay go, since her minimal aesthetic initially offered a lot of potential to the brand. We'll be watching to see where she lands next.