US' Gap partners with LoveShackFancy for limited-edition collection

The 76-piece collection brings a fresh take to classic denim, pastels and logo, incorporating neutral tones, floral prints, whimsical textures and fabrics showcasing a romantic and nostalgic twist to Gap's signature arch logo typeface. The limited-edition capsule also includes shared styles and prints across men, women, kids, and babies for family matching moments. The entire assortment spans across multiple product categories including jeans, skirts, dresses, pants, hoodies, outerwear, button-downs, and accessories, with prices ranging from $13 to $248, the company said in a press release.

"Collaborations and partnerships give us the opportunity to reinvent and reimagine Gap's product icons, to remix the classic Gap logo that our customers love," said Mark Breitbard, Gap's global president and CEO. "The collection is unique and unexpected, and I'm excited for customers around the world across every generation to experience a little piece of the magic created with LoveShackFancy."

To showcase the collection and each brand's heritage, Grammy award-winning artist, entrepreneur, and philanthropist, Ciara serves as the face of the campaign alongside two of her children, Future and Sienna, capturing the beautiful bond between mother and child. Shot by fashion photographer Zoey Grossman, each portrait enhances one's unique individual style and the power of confident femininity. Bridging the generational gap, the cast is rounded out with the next generation of changemakers, artists, and dancers, infusing movement into every frame to showcase the distinct structures and outlines of the collection.

"Re-imagining iconic Gap classics for all generations through our LoveShackFancy lens has been a dream," said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy. "Each piece is the perfect mix of nostalgia and freshness that you'll live in forever and won't find anywhere else. I couldn't be more excited for this collection to bring some of our magical world to even more people around the world for them to fall in love with."

Fibre2Fashion News Desk (RR)