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Rebekka Bay departs as Gap 'eliminates' creative director role

Rebekka Bay has left her position as creative director of Gap and will not be replaced, as the US retailer restructures its management team.

A statement on the Gap site said it had evaluated its leadership structure and would be “eliminating” the creative director role. It added: “Gap has a strong senior design team in place to ensure a seamless transition and will evaluate the long-term leadership approach for the global design team.”

Bay, who joined the company in October 2012, was previously 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.

As part of the restructure, Gap has also appointed Scott Key as senior vice president and general manager of customer experience. Key previously oversaw the company’s customer engagement marketing function.

“Now’s the time to intensify our customer focus and break-through with a truly dynamic and integrated approach to building relationships with our customers,” said Jeff Kirwan, global brand president of Gap. “Scott will help us bring together our marketing and digital expressions so each interaction with our customers is consistent and compelling. It’s a customer-first approach that reflects how people shop today.”

“I would personally like to thank Rebekka for her passion and the creative processes she’s brought to the brand,” he continued. “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.”

It comes after Gap announced it will close womenswear etailer Piperlime by the end of the first quarter of 2015 to focus on its core brands Gap, Old Navy, Banana Republic, Athleta and Intermix.


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