Gap is in the midst of a turnaround, working to make its brand more relevant and its clothing more appealing. Enter Rebekka Bay, the creative director tasked with leading the charge since October 2012. She filled the void left by the dismissal of Patrick Robinson, who until May 2011 was exec-VP global design for adult and body.
Ms. Bay’s influence is palpable. A glimpse of her first looks recently hit fashion blogs and reflect a surprisingly sophisticated approach, which is a refreshing turn from a brand known for everyman appeal.
Ms. Bay got her start studying tailoring while in college, and her claim to fame is that she developed and launched COS, H&M’s successful sibling brand. Most recently she served as creative director at Bruuns Bazaar, a fashion label based in her home country of Denmark. She has also consulted for the likes of Dunhill, Jaguar and Nissan.