GAP Austria Collection

After 45 years, finally, we can find a Gap store in Vienna. Since 1969 Donald G. Fisher and his wife, Doris F. Opened the first Gap store, just because Mr. Donald could not find a pair of jeans that can fit him. Today Gap is a leading international specialty retailer with six brands – Gap, Banana Republic, Old Navy, Piperlime, Athleta and INTERMIX – almost 3,600 stores and approximately 140,000 employees.

While many things have changed since 1969, the principles on which Gap was founded have stayed the same: creativity, delivering results, doing what’s right and always thinking of our customers first.

After the launch of the Holiday collection in America, is Austria the first market in Europe who was allowed to present this collection. Today Lemontrend was invited to a closer look at the new holiday collection 2014. I identify myself with the gap woman, which is free, individually and secure of herself, and I must say I am extremely happy to have the Gap store now so close.

This collection is perfect, for this cold season because you have so many different jackets and coats, together with the extra cozy sweaters and of course the classic T-shirts which identify the brand. Together with the extra comfortable jogger pants, the biker jackets, and of course the beloved jeans. You really cannot go wrong with this brand, because starting with the fit of the pants, to the suit collection, perfect for the office, make of Gap a super versatile brand, and the perfect place to find a piece of clothes that is designed for you.

This collection is dedicated to all those people who are authentic and strong, and despite the fact that we live in a chaotic time, full of stress we can still be ourselves.

The fall campaign marks the first creative execution of Dress Normal which begins its story with a classic Gap item and one of the coming season’s biggest trends – black denim – and season after season the narrative will shift to other iconic Gap staples.

With the motto: ‘‘you don’t have to get them to give them Gap’’, the brand wants to express the real life, and the real people making fashion for authentic persons, who know what they want.

The commercial for this season was even directed by Sofia Coppola, well know by Lost in translation, The Virgins Suicides, Marie Antoinette, among others, and of course, the result is a charming commercial.

Of course to be in the store, and be one of the first persons to have the opportunity to see the entire new collection, was an incredible experience, and of course to understand what was behind the design, and the materials they used.

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