What: The Next Designer “It” Item for the Masses
Why: Gap was born in 1969 and it has survived on its selection of classic T-shirts, jeans and button-up shirts until just recently, when its sagging sales created a little fashion media frenzy. How to remedy the problem? Bring in the big guns — in this case, a team of up-and-coming designers named Doo-Ri Chung, Laura and Kate Mulleavy of Rodarte, and Thakoon Panichgul. Not quite sure who these people are? They were the winners of a fashion contest sponsored by Vogue and the Council of Fashion Designers of America, and they are the lucky stars chosen to create a new limited-edition selection of white, button-down shirts for Gap.
By now you should be thinking how to get your hands on one of these designer-meets-the-masses shirts that will retail for far below any designer item ever could. Keep your eyes peeled, for if these become as popular as Proenza Schouler’s latest hits, you may not be able to get in on the white-hot trend.