In its continuing search for direction, the Gap is adding some more exclusive designer lines. The Daily reports that Thakoon, Rodarte by Kate and Laura Mulleavy and Doo.Ri will be designing limited edition collections based on the classic white shirt. While we can never get enough of these collaborations, we have to wonder if they are starting to become commonplace. This will be Thakoon's second after last season's Nine West collection. Still, they have become a valuable way for struggling young designers to support their more luxurious main collections as well as gain valuable exposure for their names. The collections will run in tandem with Gap's upcoming "white shirt" campaign, though we have no official word as to when the merchandise will become available, or what sorts of items the will include. Gap's collection with Roland Mouret from last fall caused a frenzy in London, although it's highly limited Stateside debut was muted. We will be interested to see if they can regain some luster with this strategy. They designers chosen have all been CFDA/Vogue Fashion Fund runners up or winners, and the magazine's Meredith Melling Burke and Virginia Smith (wife of upcoming Target designer collaborator Patrick Robinson) will be hosting a party to celebrate the event later this month.
Hot Button Shirts: Gap teams up with Doo.Ri, Rodarte, Thakoon (The Daily) via Racked
UPDATE: WWD reports that the collections, called Gap Design Editions, consisting of white shirts, will be available on April 17th at only 100 larger Gap stores (presumably including Fifth Avenue stores in Midtown and Flatiron neighborhoods, and Herald Square). The designers won't be identified on the label, but will appear in the ads which were shot by celebrated photographers Inez van Lansweerde and Vinoodh Matadin. The items will retail from $68 to $88. Ironically, Doo-Ri Chung is also working on a special wedding dress project with J.Crew, where she is being mentored by CEO Millard "Mickey" Drexler (a former Gap CEO) as part of her CFDA/Vogue Fashion Fund prize.
Latest Designer Link: Gap Taps Young Talent (WWD)
Photographs by Inez van Lansweerde and Vinoodh Matadin for Gap