What the Gap? Gap Teams Up with Emerging Designers for New Campaign

The Gap has recently enlisted three emerging designers for a new campaign that will be launched later this year. According to industry peeps, the three designers, Doo.Ri , Rodarte, and Thakoon, were given plan white shirt to “redesign” in their own unique style.

From Fashion Week Daily:

The San Francisco-based retail giant, who’s currently actively searching for a new CEO, has enlisted 2006 CFDA/Vogue Fashion Fund winners Doo-Ri Chung of Doo.Ri , Kate and Laura Mulleavy of Rodarte, and Thakoon’s Thakoon Panichgul to design a limited-edition collection of specially designed pieces called Gap Design Editions that will be sold at 100 of its larger stores.

While I am a fan of Doo.Ri and Rodarte- I have just one question.. what’s the point of this campaign? Why is the Gap still trying to compete with the H&Ms, Mangos, and Targets of the world? Whatever happen to just being good at what you do? It seems that the folks at Gap, Inc still don’t get why we shop at their stores.