Inside Gap Studio: The Celebrity-Backed Collection Behind Gap’s Latest Trademark Filing

Zac Posen, a popular fashion designer, is proving to be exactly what Gap needed. Through an innovative, daring move, he launched Gap Studio, a new and improved fashion line featuring premium pieces. The icon, who joined Gap in 2024 as Executive Vice President, is here to shift the brand's image, giving it a whole new direction.

Gap (Apparel), LLC recently filed a trademark for this new collection, Gap Studio, under the clothing products category and is still awaiting approval by the United States Patents and Trademarks Office (USPTO).

This collection is made up of elevated pieces designed by Zack Posen himself, a legend of sorts when it comes to glamorous evening gowns and cocktail dresses. He has previously dressed celebrities like Anne Hathaway and is famous for his shirtdress design. His new line made its debut in December last year, with its holiday-themed collection that featured elevated basics such as maxi dresses, both long and cropped coated denim moto jackets, and denim short dresses.

Gap’s brand transformation

Since last year, Gap has regained its cool and chic reputation. This has been reflected in Gap Studio’s improved pieces, backed by a celebrity campaign featuring Demi Moore, Emily Ratajkowski, and Alton Mason. Using three celebrities with strong fashion connections and ties to luxury brands was a smart move, creating buzz around the new collection.

It’s not new for brands to use well-known faces for their campaigns. Zac Posen’s approach reaffirmed Gap’s ability to keep up with emerging fashion trends, such as influencer and celebrity-led campaigns. This step shows they’re serious about aligning themselves with high-fashion designers leading mainstream brands.  In the past, we have seen Gap collaborate with household favorite movie franchises such as Disney’s Star Wars. This has continued to show collaboration as an essential part of Gap’s brand.

In today’s world of fashion, people are constantly chasing the next best thing. Gap seems to understand this trend as they remain committed to being the next best thing. Gap Studio features improved pieces indicating the brand’s dedication to meeting their consumers’ need for quality apparel while still focusing on style.

A new era for Gap

Gap Studio represents a new era for the brand. By utilizing Zac Posen’s designs, a mix of American trends and style and executing high-profile campaigns, Gap is making it clear that it’s ready for change. This could be a demonstration of their commitment to remaining relevant in today’s dynamic fashion world. This isn’t only a step in the right direction but an affirmation that they understand the everchanging consumer needs. If they keep up the good work, they could redefine the American fashion industry.