Big news at Gap Inc., which has tapped Rebekka Bay (pictured) as creative director and executive vice president for Gap global design. Beginning October 1, she will be responsible for product sold online and in the nearly 1,600 stores in 42 countries in which Gap operates. No pressure. News of the appointment comes more than a year after Patrick Robinson was sent packing.
Bay knows fast fashion. She conceptualized, developed, and launched COS, the “timeless modern tactile functional” brand of H&M parent Hennes & Mauritz. Since 2011, Bay has served as creative director at Copenhagen-based Bruuns Bazaar, overseeing the design of “contemporary, edited, and precise” women’s and men’s apparel. “Over the past 17 years, a passion for design and a deep understanding of what consumers want have driven Rebekka Bay’s thriving career,” said Art Peck, president of Gap’s North American division (and Bay’s new boss, along with Gap International President Stephen Sunnucks), in a statement announcing the appointment. “Her designs are timeless and covetable.” Bay will be based in New York, managing design teams there and at the 1969 office in Los Angeles, and will work closely with Pam Wallack, who leads the Gap Global Creative Center.