Gap’s Creative Director is no longer with the company, role to be eliminated.

By Andrea Proto | Impressionist

Gap Inc., operator of Gap, Banana Republic, Old Navy, Athleta and Intermix  has announced that Gap brand’s executive vice president and creative director, Rebekka Bay, has left the company. Bay was responsible for the Women’s, Men’s, 1969, Accessories and Body lines. Sources report her role has been eliminated.

rebekka.001Bay, the Danish designer hired to revive Gap in 2012, was previously known for creating COS, a minimalist clothing line owned by fast-fashion chain H&M. Bay was hired to refresh the brand and attract the masses but instead, Gap’s sales have suffered, dropping 5% in December.

I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand. She has helped develop a dynamic design team, some of the best creative talent in the industry, and I’m confident that our strong bench of senior designers will see the brand into its next phase.

Jeff Kirwan
Global Brand President of Gap

In other moves, Scott Key will be named senior vice president and general manager of customer experience at Gap. Key has worked closely with future chief executive officer, Art Peck, who will start next month. Key will oversee a newly combined e-commerce and marketing organization, charged with driving a connection across customer touch-points globally.

Kirwan added, “As we look to the future, now is the right time to make these changes and focus the brand on delivering casual, American style and building strong relationships with our customers around the world.”