It Took More Than A Year For Gap To Hire A New Creative Director, But Here She Is

Gap store

Photo: Alik Keplicz / AP

Gap has hired a new creative director to replace Patrick Robinson, the famed designer who the company fired in 2011. Rebekka Bay used to work for H&M and launched its successful COS brand in Europe, Asia and the Middle East. She starts her new job October 1st, reports David Moin at Women’s Wear Daily

Bay has spent five years managing a brand, making her more experienced than Robinson, who was a designer with little managerial experience. 

Gap has had a blockbuster year, reversing years of bad sales and earnings thanks to better merchandise and marketing. 

Despite its success, the brand is still proactively hiring new executives. Last week, Gap announced that Michael Francis, who was ousted from JC Penney earlier this year, would help advise marketing. 

Gap’s namesake brand, which Bay oversees has 1,600 stores in 42 countries. The brand also owns Old Navy, Banana Republic, Piperlime and Athleta. 

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