Product Development

GAP SPRING 2020

TONE ON TONE

Spring 2020 was the first collection with the new brand filters that I implemented as Executive Creative Consultant. I partnered with Gap Design & Concept teams to create a collection that celebrated the brand’s heritage, reset the overall aesthetic to be more relevant and to speak to a new younger customer.  Part of my role was to work cross functionally and ensure that ideas connected from design all the way to the consumer.  ‘Tonal Dressing’ was a big idea that registered a visual punch and was a modern way to wear color. Utility and sweats were the important ideas we designed into for the season, and presented the collection tone on tone. The concept was marketed globally as a seasonal big idea.