Gap’s Identity Crisis is Getting Uglier

In January, Gap announced it would scrap the role of creative director, and with it, the job of Rebekka Bay. It was, frankly, a bummer for anyone nostalgic for the days when Gap was a source for true basics: trend-proof pocket tees, blue jeans, cotton sweaters, and even, yes, khakis. Bay, who came to Gap in 2007 from the H&M-owned label Cos, had vowed to restore the retailer to its clean, casual heyday. But, as Lauren Sherman pointed out at Fashionista, Gap's merchandising structure has muddied the creative direction of leaders such as Bay in the stores.