Gap Hires New Creative Director
Gap Inc. named Rebekka Bay as creative director and executive vice president for Gap global design, overseeing all Gap product—including men’s, women’s, accessories, Gap Body and 1969—sold online and in the San Francisco–based retail giant’s nearly 1,600 stores in 42 countries.
Bay is the designer behind Hennes & Mauritz’s COS brand, which is sold in Europe, Asia and the Middle East. H&M literature describes it as offering basics as well as a new angle on classic looks. After a five-year stint as creative director for COS, Bay served as creative director at Bruuns Bazaar.
“Over the past 17 years, a passion for design and a deep understanding of what consumers want have driven Rebekka Bay’s thriving career. Her designs are timeless and covetable,” said Art Peck, president of the North American division of the Gap, in a company statement.
Based in New York, Bay will manage design teams in New York and in the 1969 office in Los Angeles. Bay will work with Pam Wallack, who leads the Gap Global Creative Center. And Tracy Gardner will continue as creative adviser to the brand. Bay also will be the second H&M alum to join Gap Inc in a high executive position. In April, Stefan Larsson, formerly of H&M, was named as global brand president for Old Navy.
—Alison A. Nieder
