Designer around the world are becoming increasingly cooperative. After H&M has collaborated with a range of star designers such as Lagerfeld, Stella McCartney and Roberto Cavalli, the Gap has teamed up with French accessory designer Pierre Hardy. After Hardy has designed a fall 2007 shoe collection for the Gap UK and France, the Gap and Hardy now launch a shoe collection for the
U.S. market. The collection will be priced from $78 to $98 – a fraction of what Hardy shoes usually cost - and will be sold online and in selected US Gap stores.

This is not the Gap’s first design collaboration. As part of the in 2007 launched “GAP Design Editions”, an initiative established to support and encourage new American design talent, the Gap has already collaborated with Doo-Ri Chung (DOO.RI), Kate and Laura Mulleavy (RODARTE) and Thakoon Panichgul (THAKOON). Then, for Valentines day 2008, Gap has partnered with British handbag brand Mulberry to create a new version of Mulberry’s iconic Roxanne bag for the Gap (PRODUCT) RED™ collection. In April, the company plans to launch another collection of white shirts with a new group of young designers. 

The cooperation gives Pierre Hardy a great chance to increase awareness among high-street consumers. Alike to the engagement of Stella McCartney and H&M, the Gap will immensely benefit from the co-operation, especially image wise as it is likely to bring a high-fashion feel to its jeans-and-T-shirt image, if the collaboration is effectively communicated. It will also attract many new fashion conscious customers to the Gap’s high street shops… . if they find out about it.  I found out about the collaboration through an article in the latest issue of Elle
USA but have so far not seen any ads…The shoes look great and I will definitely try to get a pair….