Gap is collaborating with California-based womenswear brand Dôen on a 51-piece capsule collection of women’s and kids’ apparel launching May 17, the company announced Tuesday.
The collection is meant to be a “feminine take” on Gap’s classic styles, and includes matching sets, dresses, denim, tops, skirts, loungewear and accessories. Design elements include floral prints, eyelet and flowy silhouettes, and pieces retail from $19.95 to $158.
“It’s been a dream to watch our collections, so rooted in nostalgia and femininity, reimagined through the classic Gap lens,” Katherine Kleveland, co-founder and chief creative officer of Dôen, said in the release. “As with all our DÔEN designs, the collaboration pieces were designed to be loved, worn in, and passed down — and we’re beyond excited to partner with Gap to be able to offer this to an engaged global community.”
The capsule will be available on Gap’s e-commerce site and in select Gap stores.
Dôen was launched in 2016 by sisters Margaret and Katherine Kleveland and a collective of partners. The digitally-native brand offers collections focused on femininity.
Gap launched a women’s and children’s collaboration last year with LoveShackFancy, which also focused on feminine design elements.
Mark Breitbard, president and CEO of the Gap brand, said the company partners with brands that are original and “use fashion as a powerful form of self-expression.”
“Our collaboration with DÔEN celebrates a feminine aesthetic brought to life [through] some of our most-loved essentials,” Breitbard said in the release. “I can't wait to welcome DÔEN fans to the Gap family to experience our product in a fresh new way.”
The collection follows Gap’s collaboration with Palace on a streetwear collection earlier this year. That collection was Gap’s first under new creative director Zac Posen.
Posen, who was hired in February, was tasked with “redefining Gap Inc. for a new era.” He’s creative director for the whole apparel conglomerate, which includes Gap, Old Navy, Banana Republic and Athleta.
Gap recently named a new chief marketing officer, Fabiola Torres, as part of its plan to push the brand back into the cultural conversation.
