The fashion world is abuzz with the announcement of Zac Posen taking the reins as Creative Director at Gap, a move heralded as a bold step for the American heritage brand. Known for his glamorous designs and impeccable tailoring, Posen’s debut collection under the Gap Studio label has just launched—and it’s a mix of modern essentials and Posen’s signature flair.
While this collaboration marks an exciting new chapter for Gap, there’s an elephant in the room: the limited size range of the collection, which caps at an XXL, a size 22, in select items.
Zac Posen’s Vision for Gap
In an exclusive interview with Vogue, Posen shared his vision for bringing “approachable sophistication” to Gap, blending his design ethos with the brand’s casual Americana roots. “Gap is a brand with incredible history and reach,” he said. “I’m excited to create pieces that are timeless but also forward-thinking.” The new Gap Studio collection reflects this intent, featuring tailored coats, chic denim, and elevated basics with unique detailing.
From the Brand’s Website:
“Introducing GapStudio. Our highest expression of creativity, designed for fashion originals. Where refined details meet a flawless fit. And exceptional craftsmanship intercepts with modern design. This holiday season, we’re proud to present timeless classics that capture the feel of a night out. A true holiday capsule.
These limited-edition pieces are just a preview of an exclusive new line designed by Zac Posen, Creative Director of Gap Inc. Known for his innovation and an eye for detail, Zac Posen celebrates original style through each statement style. Posen’s artistry shines in every piece—from sculptural silhouettes to rich textures. The collection features jersey dresses as well as structured moto jackets designed to inspire and embrace individuality.”GapStudio
But while Posen’s creative leadership could reinvigorate Gap’s aesthetic, the size inclusivity of the new line leaves much to be desired. Especially since he both escorted and dressed Da’Vine Joy Randolph in a bespoke Gap Denim look for the 2024 Met Gala…
The Missed Opportunity
The Gap Studio collection’s size range—up to a size 22—falls short of aligning with current market trends and the growing consumer expectation for inclusivity, leaving a significant gap in serving the full spectrum of modern shoppers. According to Allied Market Research, the global plus size fashion market was valued at a whopping $579.8 billion in 2023, underscoring the immense economic potential of this audience.
By not offering extended sizes, Gap is missing an opportunity to engage a market segment that values stylish, well-made options as much as any other demographic—a move that could not only enhance their brand reputation but also tap into the $579.8 billion plus size fashion market, potentially driving significant economic growth for the company.
This decision is particularly glaring given the rising demand for size inclusivity across all tiers of fashion. Brands like Good American (up to a 5X) and Universal Standard (up to a size 40) have set a high bar, proving that creating chic, contemporary, size-inclusive designs is not just possible but profitable. For a legacy brand like Gap, aligning with these values could have been a transformative moment. The data has to be there to show them how to make it work… right?
Why This Partnership Still Matters
Despite the limited size range, Posen’s appointment as Creative Director represents a turning point for Gap. The brand has struggled in recent years to maintain relevance in an increasingly competitive retail landscape. Posen’s fresh perspective could help reposition Gap as a destination for style-conscious shoppers seeking elevated everyday wear.
“I’m thrilled to welcome Zac Posen, one of America’s most celebrated designers, at the onset of an exciting new chapter for Gap Inc. His technical expertise and cultural clarity have consistently evolved American fashion, making him a great fit for the company as we ignite a new culture of creativity across the portfolio and reinvigorate our storied brands,” said Richard Dickson, President and CEO of Gap Inc.
Zac Posen’s experience in crafting red carpet gowns and iconic designs demonstrates a deep understanding of structure and sophistication—qualities that could elevate Gap’s offerings while aligning with its heritage of accessible, high-quality basics.
Moreover, Posen’s name brings a certain prestige that could attract a new generation of customers. His ability to marry high fashion with wearability has the potential to redefine Gap’s offerings and steer the brand back into the cultural conversation. The initial collection, though limited in size, showcases promising elements like impeccable tailoring and elevated basics—a solid foundation for what’s to come.
Looking Ahead
While the GapStudio collection’s size range is a huge misstep, especially with the frustratingly devastating steps its sister brand, Old Navy made with the plus size consumer, there’s hope that future drops under Posen’s direction might address this gap (pun intended). As a brand with a storied history and widespread appeal, Gap is well-positioned to lead the charge in size inclusivity, if it chooses to.
Posen’s appointment could signal a new era for Gap, but to truly capitalize on the potential of this partnership, the brand must take steps to embrace all its customers. In the meantime, the Zac Posen x Gap collection is a stylish, if not fully inclusive, addition to the retail scene—a step in the right direction, but one that needs to go further to meet the moment.
What do you think about our thoughts? Do you agree? Care? Does it matter? Or since the Old Navy fiasco, have you been turned off to the family of brands? Let us know what you think!
