Falling Into the Gap

A guru of accessible, functional American style, Gap Inc. was founded 53 years ago in 1969. With nearly 3,000 stores today—with the majority located in North America—the clothing purveyor is a retail powerhouse.

This July, Gap debuts its first eyewear collection through its partnership with De Rigo. Here, Adrienne Gernand, head of international, global licensing, and wholesale at Gap Inc., and Alessandro Baronti, president and CEO of De Rigo’s North American subsidiary, unpack the details behind the collection and collaboration.

EB: Why is now the right time for a Gap-branded eyewear collection?

ADRIENNE GERNAND: We are partnering to amplify our brand around the world to reach new and existing customers. This strategy allows us to work with best-in-class companies, like De Rigo, who are experts in their space.

Through these partnerships, we can deliver cross-category product extensions that increase existing consumer touch points, while supporting our business in a new and cost-effective way. Eyewear presents a clear opportunity for us to further establish Gap as a lifestyle brand that can deliver style for all stages in our customers’ lives.

EB: Please share the Gap’s vision and style ethos.

ADRIENNE: We aim to consistently reflect our brand ethos of Modern American Optimism in every product that we create. Gap champions individuality and celebrates what it means to be your true self today.

I think that there is a clear opportunity to express your sense of personal style through the eyewear that you choose, and we are excited to present a wide range of options that represent the many individuals in our customer base and celebrate the uniqueness of each wearer.

EB: Who is the Gap's target customer?

ADRIENNE: At Gap, we aim to be the world’s definitive voice in modern American style. We serve the whole family, including men, women, and children, and aim to help all individuals express their individuality.

EB: How does the eyewear collection embody pure Gap style?

ADRIENNE: We partner closely with our licensees throughout the product development phase to apply similar filters that our in-house design team uses when designing products across all categories. In the eyewear launch collection, there are three main capsules that range from classic frames with clean lines to more fashion-forward frames in bold, cheerful, and optimistic colors.

EB: How would you describe the collection’s aesthetic?

ALESSANDRO BARONTI: This collection is a beautiful, comfortable marriage of Gap’s iconic American style with the quality artisanship that De Rigo is known for. There is a purposeful understatement in many of the pieces that mirrors the effortless approach that has made the Gap look so recognizable—with optimistic colors, effortless elegance, and elevated essentials.

EB: How many styles are included in the launch collection?

ALESSANDRO: There are 66 pieces in this initial launch of the Fall 2022 Gap collection from De Rigo that will cater to adults, juniors, and children. The universal fit of many of the pieces—and different shapes—provides a wide range of options to customers.

EB: What types of frame materials and special details are employed?

ALESSANDRO: The Gap collection is made of high-quality acetate in various optimistic colors and materials that communicate the iconic Gap look.

The pieces in the kids’ sunwear collection are comprised of 50% sustainable material. Even the cleaning cloth and cases for this line are made of recycled materials. It is important to our company to be sustainable as often as we can.

No detail was overlooked to bring the best product to our customers, even down to the logo located on the temple tip, where three rivets represent the letters G.A.P.

EB: What is the price range?

ALESSANDRO: The collection ranges in MSRP from $69 to $120, providing great style at an achievable price point. The Gap Collection is also part of De Rigo’s Kid’s Promise Program, which provides 100% unconditional protection against loss and breakage on all kids’ frames—and in these challenging times can mean the world to a family.