Gap Taps LoveShackFancy to Update Logo Hoodies and Jeans

The soft and romantic styling of LoveShackFancy is coming to a Gap store near you.

Gap teamed with the U.K.-based female-founded brand that helped usher in 2020’s cottagecore craze with its signature puff sleeves, smocking and floral prints, for a 76-piece collection for men, women, kids and babies.

The collaboration at the “intersection of culture and romanticism” merges Gap’s core pieces with LoveShackFancy’s vintage-inspired florals and feminine silhouettes.

“Re-imagining iconic Gap classics for all generations through our LoveShackFancy lens has been a dream,” said Rebecca Hessel Cohen, LoveShackFancy founder and creative director. “Each piece is the perfect mix of nostalgia and freshness that you’ll live in forever and won’t find anywhere else.”

Founded in 2013, LoveShackFancy’s product portfolio spans apparel, accessories, wallpaper, linens, pool accessories and more. The brand previously collaborated with State on a range of bags, Hurley on swimwear and Pottery Barn Kids on home furnishings.

The limited-edition Gap x LoveShackFancy capsule includes jeans, skirts, dresses, pants, sweats, outerwear, button-down shirts, and accessories such as tote bags and caps. Standout items include coordinating floral-print flare jeans and jacket, a strapless denim mini dress, a ruffled-shoulder trench coat, cropped button-shirts with rosette pins and floral logo hoodies. The collection also offers several shared styles and prints across categories for family matching moments.

For the collaboration, Gap teamed with Grammy Award-winner artist Ciara to serve as the face of the campaign. Ciera poses alongside two of her children, Future and Sienna, in coordinating styles.

Since its Yeezy partnership ended last year, Gap has been looking to the cultural zeitgeist for inspiration. In 2022, the brand released a collection and NFTs with Harlem-based designer Dapper Dan. Gap hopped on the resale bandwagon with a limited vintage collection curated by collector Sean Wotherspoon in June.

The brand also partnered with Mattel in May to launch a Barbie collection for men, women and children. Gap Inc. later named Richard Dickson, then-Mattel president and chief operating officer, its new CEO.

“Collaborations and partnerships give us the opportunity to reinvent and reimagine Gap’s product icons, to remix the classic Gap logo that our customers love,” said Mark Breitbard, Gap brand’s global president and CEO. “The collection is unique and unexpected, and I’m excited for customers around the world across every generation to experience a little piece of the magic created with LoveShackFancy.”

The Gap x LoveShackFancy collection launches online and in Gap stores on Friday. Prices range from $13-$248.

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