Any ’90s kid will tell you—you weren’t cool unless you owned a Gap logo sweater. With its bold, varsity-style lettering and universal appeal, it gave wearers—especially tweens and teens—that coveted “part of the gang” feeling, as if they were joining an all-American club. But Gap hasn’t had it easy since then. Over the past three decades, the fashion industry changed dramatically, with online shopping and social media reshaping how brands connect with consumers. So, what’s a global fashion giant to do?

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Apparently, take a cue from high-end designers. In 2023, Gap revamped its creative leadership, bringing on red-carpet favorite Zac Posen as creative director. Soon after, A-listers like Anne Hathaway and Timothée Chalamet were spotted wearing the brand—not just casually, but on the red carpet. A new era had arrived. At the same time, Gen Z’s obsession with Y2K fashion sparked a surge in demand for vintage Gap pieces from the ’90s and early 2000s, adding to the brand’s nostalgic appeal.

Anne Hathaway wearing GapStudio’s shirt dress.
Photo: Franco Origlia

Now, Gap is taking its next big step with GapStudio, launching today. Designed by Posen and showcased in a star-studded campaign shot by Mario Sorrenti and styled by Alastair McKimm, this collection signals where Gap is headed—and who it’s targeting. Collection 01 highlights Posen’s love of draping and structure, featuring silk slip dresses, tailored shirts and trousers, corsets, and bubble-hem miniskirts. Prices range from $78 for a tank top to $248 for a denim trench coat.

“Inside Gap’s New York HQ, we’ve built a creative studio where I’ve designed red-carpet looks and where we’ll continue collaborating with visionary talent,” says Posen, who holds the title of Gap Inc. executive vice president and creative director. “GapStudio Collection 01 reflects that vision—blending tailoring with innovative denim techniques that reshape fabric in new ways. This is just the beginning.”

I got to preview some key pieces, and the quality—which isn’t always clear online—is impressive. The silk slip dresses (available in red and black) are more flattering than most, thanks to their structured panels and subtly flared skirts that skim rather than cling. The knit dresses, with their premium feel (reminiscent of Alaïa’s latest collections), come in tank and long-sleeve styles, all featuring a hip-skimming waistband and pleated skirt.

GapStudio denim skirt and tank top.
GapStudio jersey maxi dress and corset.

One standout is the dark-wash denim mini skirt, which has an inside-out pleat detail that creates a sculptural, wavy hem. I’ll be pairing it with a tank, bomber jacket, and ballet flats this spring. The asymmetric-hem jersey maxi dresses also deserve a mention—they look effortlessly chic with the collection’s lace-up corsets, perfect for summer events.

If there’s one area that could use more innovation, it’s the tailored pieces like trousers and shirts. They’re reliable wardrobe staples but don’t feel drastically different from Gap’s mainline offerings.

Still, Posen has undeniably pushed Gap into a bold new direction, and this collection is just the start.We can’t wait to see what he comes up with for Collection 02. Stay tuned.

Shop GapStudio:
– Rib Tank Top: $78
– Pleated Denim Mini Skirt: $118
– Poplin Maxi Shirtdress: $158
– Seamed Jersey Tank Dress: $148
– Corset Belt: $118
– Rib Mini Dress: $148

All available at GAP.