GAP does high fashion evening wear? This is the first press release in a while that has dropped into my mail box and made me stop, breath in and decide to check the info out. Look at those beautiful gowns worn by Elvis's granddaughter, and other celebs, with occasion of the MET's annual ball. Like them? Well they're part of a charity project launched by GAP in collaboration with some of the most interesting young American designers of the moment. Check out the details @ http://www.gap.com/browse/category.do?cid=55873Personally I think Patrick Robinson is doing a great job at GAP, making it fun, fresh and relevant, in both its main collections and in its more experimental projects, like the Whitney Biennal T-shirt collection or this latest one. After all, who would have thought GAP was capable of producing such breathtaking gala dresses? Sure, the pattern cutting is that of each of the designers involved, but this will help change expectations about GAP. Does this point to a new, more ambicious project from the former world's #1 clothing company? We'll have to watch out and see if it takes a leaf from the book of its main rivals, Inditex and H&M and begins to diversify and aim for a more up market / grown up costumer.
In any case, this surprise initiative is a brilliant tie in to its role as sponsor of this year's MET gala and a very good publicity stunt. And, since the proceeds go to charity, everyone wins.
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