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It’s fair to say that brands across industries have had their fair share of turbulence in recent years. Rampant cancellations and scrutiny have proven that the majority of today’s brands aren’t fully understanding their consumer and struggling when it comes to brand personality alignment. Yet, one brand has consistently come out on top. Relevant collaborations, theatrical advertisements, and quality maintenance have kept Gap at the forefront of the retail industry. For years, Gap has prided themselves in understanding the everyday American consumer and they continue to exemplify these values with every drop. While I could spend hours debriefing Gap’s strategy and corporate structure, instead, I will be sharing my thoughts on their most recent drop: The GapBag Collection. So, if you happen to align with Gap’s values and are in need of a new fall bag, this just may be the article for you. After relaunching GapBody, expanding their inventory of intimates, it seems the brand is also looking to show up in different categories. So, let’s review my top five picks from the drop.
I have always admired how Gap can balance basic, everyday essentials with playful, more experimental pieces. When I visited the website to view this collection, I felt no differently. I was instantly entranced by the patterns, pops of color, and variety. The first bag to truly catch my eye was the Canvas Favorite Tote in Navy Blue Bandana. It’s certainly a rare bag pattern, yet it’s still incredibly easy to style and can transition from season to season. I would almost qualify it as boho chic. This is the perfect bag for those a little daring with their sense of fashion and looking to experiment with western styles.
While I don’t see this bag fitting into my personal rotation, I can cede that it is kind of iconic. This tote, constructed with a hoodie pocket on its exterior, is certainly not a work bag, but I could see it being a very fun gym, beach, or recreational bag. It’s also a testament to Gap’s branding. Gap’s branded hoodies and tees have stood the test of time and translating this into bag form is brilliant. It speaks to a more casual consumer and works as a walking advertisement when people wear it. Grounded, authentic, and recognizable, I have no doubt fans of the brand will be adding this to their carts.
A more classic silhouette, but one that never goes out of style, is the crescent bag. We’ve long seen iterations of the crescent bag, from Kate Spade to BAGGU. But, what really struck me in Gap’s new capsule of crescent bags was the Cobalt Blue option. The Small Vegan Suede Crescent Crossbody in Cobalt Blue is a simple bag, yet it maintains personality and flash. I think this bag would look especially cool on a night out. It can also be styled as both a handbag and a crossbody, which gives shoppers some versatility as well.
One of the hotter items from this collection was the Five Pocket Tote. This tote, which mildly resembles Hermès’ ever famous Birkin, was available in a variety of sizes and colors. Within a day, several of the denim styles had sold out. This is understandable considering how versatile and wearable the bag is. However, the one that caught my attention was the Large Canvas Five Pocket Tote in Persimmon Orange. It is certainly not an everyday color, but I admire how Gap thought to add a statement shade like this to the collection for their more adventurous clientele. Beyond color, the size is extremely practical for a commuter like myself who needs to carry my computer and other necessities while in transit.
This shoulder bag acts as a more stable, classic option in the collection. It’s a practical size with just some adornment on its exterior. I would venture that it is a perfect seasonal bag and that it can take you right through fall. The Denim Shoulder Bag is also available in Vegan Suede style that is a little more decorative than the denim.
If you are located in NYC and looking for something to do between Sept. 11-13, Gap is hosting a GapBag Pop-Up at Rockefeller Center that is open to the public. The event is specifically spotlighting their Five-Pocket Tote. Attendees can also expect on-site customization and even limited-edition charms.
In summary, it is nice to see Gap continuing to push boundaries and expand into new categories. Their offerings of both everyday and experimental bags reinforce the idea that they really do have something for everyone.