Gap Inc has appointed named Rebekka Bay as Creative Director and Executive Vice President for Gap Global Design. Bay will be responsible for product sold online and in the nearly 1,600 stores in 42 countries in which Gap operates.

Bay, who previously launched the COS brand in 2006, will be expected to revamp the brand, which has lost some of its fashion luster in recent seasons.

“We’ve taken the time to identify the right creative leader for Gap and we’ve found that in Rebekka,” said Stephen Sunnucks, president, Gap Inc. international. “We’re confident that Rebekka’s approach to design along with her considerable international experience will allow her to help us build upon the momentum we’re delivering in the business today.”

Art Peck, president of the brand’s North American division, added, “Over the past 17 years, a passion for design and a deep understanding of what consumers want have driven Rebekka Bay’s thriving career. Her designs are timeless and covetable.”

Bay will be responsible for Women’s, Men’s, 1969, Accessories and Body lines for customers worldwide. She will report to Gap North America President Art Peck and Gap International President Stephen Sunnucks.

“Few brands in the world have the connection with customers that Gap enjoys today,” Bay said. “I’m incredibly excited to join this talented team and bring Gap’s American casual style to more and more customers.”

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. Tracy Gardner will continue in her role as Creative Advisor to Gap.

 

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