Gap names Danish Rebekka Bay as Creative Director

It sparked off headlines from Scandinavia to New York that Rebekka Bay a creative director at the Danish brand Bruuns Bazaar was leaving the brand to join the American brand Gap as a creative director and executive vice president. Rebekka Bay was formerly top designer at H&M and was instrumental in the development of COS, the higher-priced line of H&M that sells in Europe, Asia and the Middle East and is expected to the U.S..

In an interview with Women’s wear daily Bay said, “Gap has great potential as a lifestyle brand. It’s important to continue to build upon the product’s American heritage. Gap is a brand that owns casual fashion. It can take more ownership over casual.” And according to WWD she sees an opportunity in introducing a more sophisticated range of colors, more prints, washes and eventually more styles. The mission will be to deliver high-quality, well-priced products trans-seasonally not just seasonally.

Image and quotes from WWD

Read further about Rebekka Bay and Gap on WWD