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US' Gap & DÔEN collaborate for women's & kids' apparel collection

16 May '24

2 min read

US firm Gap and DÔEN team up for feminine apparel launch

Pic: Gap

Insights

Gap collaborates with DÔEN to launch a collection of women's and kids' apparel and accessories, blending Gap's iconic styles with DÔEN's feminine aesthetics.
Featuring 51 pieces, including floral prints and denim, the collection ranges from $19.95 to $158.
The campaign, led by models Lily and Ruby Aldridge, celebrates sisterhood and the freedom of self-expression.

Gap is collaborating with California clothing label DÔEN on a collection of women’s and kids’ apparel and accessories launching on May 17. The collection merges Gap and DÔEN’s most loved essentials and California classics in a celebration of individuality and timeless femininity.

“Gap partners with brands that champion originality and use fashion as a powerful form of self-expression,” says Mark Breitbard, President and CEO of Gap. “Our collaboration with DÔEN celebrates a feminine aesthetic brought to life though some of our most-loved essentials. I can't wait to welcome DÔEN fans to the Gap family to experience our product in a fresh new way.”

The 51-piece collection is brought to life via DÔEN’s feminine take on Gap’s iconic styles, rooted in denim and khaki. The assortment includes matching sets, dresses, denim, matching tops and skirts, loungewear, and accessories featuring floral prints, eyelet, and flowy silhouettes. Retailing from $19.95 to $158 and available in adult sizing, the collection has shared styles and prints perfect for matching moments in kid, toddler, and baby sizing.

“The timeless and iconic nature of the Gap brand is so inspiring to both Katherine and me,” says Margaret Kleveland, Co-Founder and CEO of DÔEN. “We wore the brand endlessly as children and now dress our own little ones in their never-out-of-style essential pieces.”

“It’s been a dream to watch our collections, so rooted in nostalgia and femininity, reimagined through the classic Gap lens,” adds Katherine Kleveland, Co-Founder and CCO of DÔEN. “As with all our DÔEN designs, the collaboration pieces were designed to be loved, worn in, and passed down — and we’re beyond excited to partner with Gap to be able to offer this to an engaged global community.”

Fronting the campaign is proud mom and model Lily Aldridge and her sister, model and singer Ruby Aldridge, alongside 11-year-old twin sisters Levia and Zahar. Shot by Dan Martensen, the photography and accompanying campaign film showcase playful moments between sisters who value the freedom of self-expression through personal style. Lily and Ruby perfectly portray the beauty and power of sisterhood, bonding through the differences and similarities that connect them.