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Gap Is Collaborating With Dôen

Gap is beefing up its roster of fashion collaborators with a beloved purveyor of all things bohemian and summery: Dôen.

Even if you don’t know the name, you know the dresses: Since it launched in 2016, the Los Angeles-based brand has amassed a devoted fan base of fashion editors (founders Margaret and Katherine Kleveland both worked in the industry prior, so they know the audience) and celebrities (Taylor Swift, Selena Gomez, Kylie Jenner, Meghan Markle, among many, many others) for its breezy pieces. Behind the scenes, Doên’s been in growth mode: It’s established a wholesale business (it’s now sold at Net-a-Porter, Saks Fifth Avenue and Goop), expanded its own retail footprint (three stores in California, one in New York) and brought on its first president

In an e-mail to Fashionista, Co-Founder Katherine Kleveland explained that, since the beginning, the team has been primarily focused on core product, versus potential brand extensions, but this was a collab they couldn’t pass up. “This one felt like it was both a brand we felt such a personal connection with (growing up, our mom always wore Gap!) and a product marriage that would delight both of our communities by mixing our romantic femininity with their classic pieces,” she wrote. 

“Gap felt so exciting because we both have a very personal and nostalgic connection with the brand,” added Co-Founder (and sister) Margaret. “Our mother, whose style was so classic and trendless, was always in Gap pieces — her style very much influenced our own style and design choices.” 

Dôen has dabbled in collaborations, working with like-minded (and aesthetically cohesive) brands like RMS Beauty, Heather Taylor and K. Jacques. This is by far its biggest partnership yet, both in terms of scope and footprint: Gap x Doên encompasses 51 products across adult, kid, toddler and baby, and will be sold globally on gap.com, as well as select Gap stores.  

In a statement, Gap President and CEO Mark Breitbard said the company “partners with brands that champion originality and use fashion as a powerful form of self-expression,” and that this collection “celebrates a feminine aesthetic brought to life though some of our most-loved essentials.” 

The collection spans apparel (tops, skirts, trousers, co-branded sweatshirts and, duh, floral dresses), accessories (tote bags, baseball caps and Mary Janes) and even toys (well, a single teddy bear), with prices ranging from $19.95 to $158. It’s “a celebration of ‘icons’ from both brands,” according to Katherine: “We were sure to incorporate our femininity and playful romantic elements into the collaboration — you’ll see florals, playful eyelets, gingham and block prints mixed in with more classic shirting and denim styles that Gap is known for.”

The campaign, photographed by Dan Martensen (who’s shot campaigns for Polo Ralph Lauren and DKNY, and regularly works with Vogue editions worldwide), stars model sisters Lily and Ruby Aldridge, plus 11-year-old twins Levia and Zahar.

Gap x Dôen. Photo: Dan Martensen/Courtesy of Gap


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Gap is also in the midst of a transformation, with a new CEO — Richard Dickson, previously of Mattel — working to regain its status as a “pop culture brand,” as he told Fast Company around the release of its campaign starring Tyla, and a familiar face leading creative. (Just last week, Zac Posen walked the Met Gala red carpet with Da’Vine Joy Randolph wearing custom Gap.) Breitbard himself moved from his role as CEO of Banana Republic to focus on Gap back in 2020; under his leadership, the brand has released collaborations with Dapper Dan, Palace and LoveShackFancy

Gap x Doên is available to shop starting Friday, May 17 at 12:00 p.m. ET.

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Source: Fashionista.com

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