Is GapStudio Just Overpriced Gap? We Investigated.

Four images of someone taking a selfie of their outfits.

Last year in Rome, Anne Hathaway appeared at a jewelry event wearing a white, off-the-shoulder poplin shirt dress, designed by Zac Posen. A while later, Demi Moore wore a champagne-colored flowy gown on a red carpet in New York City. And Jenna Ortega showed up to a premiere of Wednesday wearing a gray floor-length jersey dress.

It was all Gap — specifically GapStudio, a line of limited-edition seasonal drops that debuted to the public this past spring. These collections are helmed by designer-turned-celeb Posen, who created his own label in the 2000s and 2010s, and a small, New York City–based atelier. The GapStudio line is meant to be trendier, and its pieces are priced higher than regular Gap items.

This concept is not new. Both Zara and H&M have higher-priced studio collections, and companies like Uniqlo and Target have brought in outside designers, such as JW Anderson and Rachel Comey.

These collections can be used as “testing ground,” said Eugene Ree, an adjunct professor at the Fashion Institute of Technology who reviewed samples of the GapStudio collection. He explained that the line is a perfect place for experimentation, pointing to a mini bubble skirt from the line’s first drop as a clear example. “That’s not what their normal customer would expect,” he said. “They're all really known for T-shirts and jeans.”

 

Photos of Anne Hathaway and Demi Moore in dresses.
Anne Hathaway (left) and Demi Moore (right) wearing custom GapStudio. Getty Images


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