The limited-edition capsule merges classic apparel with functional luggage and accessories
Gap has partnered with actress and entrepreneur Shay Mitchell for a limited-edition travel collection under her luggage brand, BÉIS. Launching August 1st, the 25-piece capsule drop includes coordinated apparel and luggage designed for what the brand calls “effortless movement”—and continues Gap’s push to modernize its image through collaborations that blend lifestyle branding with celebrity-driven reach.
The collaboration features a range of neutral-toned pieces, including hoodies, t-shirts, sweatpants, and matching luggage sets, all meticulously designed for comfort and versatility on the go. Luggage and bags within the capsule incorporate Gap’s iconic denim blue, with apparel pieces presented in BÉIS’s signature colorways, such as Berry Pink, which will be available exclusively through Gap’s website and select U.S. stores. Mitchell teased the release on TikTok and Instagram, where the actress has built a significant following as both a style influencer and founder of the travel-focused brand. She also spoke further to the design process, emphasizing the full-circle nature of collaborating with a brand she grew up with, integrating her personal travel needs and insights into the collection’s development.
For Gap, the partnership follows a growing trend of limited-run drops aligned with well-known and relevant brands, including previous campaigns with LoveShackFancy and Doen. The strategy reflects the bigger picture at Gap, which has increasingly looked to collaborative releases to drive attention and reframe the brand as culturally relevant after years of inconsistent performance.
Both brands recognize the digital fluency of their audiences—marketing efforts are heavily concentrated on social media platforms. The campaign, titled “Go Big. Don’t Go Home.,” stars Shay Mitchell alongside her daughters, authentically depicting the realities of family travel. This digitally-led approach is amplified across Gap and Béis’s owned social media channels, aiming to tap into viral moments and drive direct engagement.
Gap x BÉIS has hopes to broaden its appeal beyond everyday casual wear, leaning into the experiential aspect of consumer lifestyles. By aligning with Shay Mitchell and her luggage brand, Gap positions itself as a relevant player in the evolving landscape of travelwear, and more importantly, the emphasis on it being fashion-forward yet functional.
