Gap is hoping that utilising young design talent will revive its falling sales and so have enlisted the skills of up-and-coming designers Doo-Ri Chung of...

Gap is hoping that utilising young design talent will revive its falling sales and so have enlisted the skills of up-and-coming designers Doo-Ri Chung of Doo-Ri, Kate and Laura Mulleavy of Rodarte, and Thakoon Panichgul of Thakoon to each produce a small collection reinventing the white shirt.

The limited edition nine-piece collection for women, to be called Gap Design Editions, will retail from $68 to $88 and be launched in 100 larger U.S Gap stores on April 17th. A large amount of money seems to have gone into the marketing campaign for such a small and inexpensive range, with ads featuring Stella Tennant, Liya Kebede and Carmen Kass posing alongside the designers to be seen in The New York Times, a WWD cover wrap, and the front cover of the May issue of Vogue.

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