Gap Design Editions is a limited edition collection in which CFDA/Vogue Fashion Fund finalists (who this year were Alexander Wang, Albertus Swanepoel and Vena Cava’s Lisa Mayock and Sophie Buhai), reinterpret a Gap classic according to their own aesthetic. Gap will soon be unveiling a special collection and ad campaign which will be all about khaki.
In the past, the Gap Design Editions collections have been focused on reinterpreting white shirts. However, Gap’s executive vice president of design, Patrick Robinson, decided that this year it was time for a change so that Gap could stay current. He feels that traditionally khaki is very utilitarian, but that when put in the hands of such talented designers it becomes a blank canvas.
Each of the designers created four designs priced between $39.50 and $88. For her part, Buhai noted that it was a big thing for Vena Cava to work on this project because khaki usually connotes preppy American sportswear, and “we are not preppy. Nothing about our brand is preppy. We had to think of a way that made khakis Vena Cava. How I remember khaki is wearing it as a uniform in school, because it was so boring.”
The limited edition collection will hit stores June 16. Its corresponding campaign was shot by Craig McDean and features Raquel Zimmerman, Anna Jagodzinska, Arlenis Sosa, and Coco Rocha.
In addition to this project, there has also been news that GAP is looking to expand their e-commerce presence. Gap plans on adding online retail platforms for Canada and the U.K. by 2010, and then in Japan by 2011. Further, the retailer plans on opening stores in Bulgaria, Croatia, Cyprus, Romania, Egypt, and Jordan.
Images courtesy of the Fashion Spot forums.