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Gap hires Rebekka Bay as creative director

Gap has appointed Rebekka Bay, creative director at Brunns Bazaar, as creative director and executive vice president of global design.

Bay is best known for developing and launching Cos, the higher-priced chain owned by Swedish giant H&M. She spent five years there before moving to Danish fashion house Brunns Bazaar in early 2011, overseeing the design of both men’s and womenswear.

Starting on October 1, she will be responsible for Gap product sold online and across Gap’s 1,600 stores. Bay will report to North America president Art Peck and international president Stephen Sunnucks.

Sunnucks said: “We’ve taken the time to identify the right creative leader for Gap and we’ve found that in Rebekka. 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.”

Bay said she was “incredibly excited” about joining Gap. “Few brands in the world have the connection with customers that Gap enjoys today,” she added.   

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