Gap launches perfume and plans to go online!

19 October 2009



Nothing says simple chic like a clean, crisp Gap shirt, and we reckon this idea is reflected perfectly in the bottle of their new perfume. Launched today, Close is fresh and sexy, having been created for the brand by world-renowned perfume house Givaudan.

'My team is constantly reworking our formula to keep Gap cool and relevant,' says Gap’s creative director Patrick Robinson. 'That's the most important thing to me. Being sexy is part of that lifestyle, and that was the first criteria for this fragrance. It had to be sexy, sensual and beautiful. This aesthetic extends to the bottle design too, crafted to reflect a pure white Opal. When I think of Gap, I think of a white shirt, khakis, and a pair of jeans, and all of those show up in an opal.'

And commenting on the different elements of the scent, Patrick says, 'The salty part – that’s human nature, that’s how you get people close to you. The citrus part makes them stay.' Who knew a salty citrus combo could be so romantic! The fragrance (priced at a bargain £5 for 10ml by the way, ladies!) comes in a well-timed conjunction with the all-American brand also announcing that they will be going online in the UK, hurray! 

'We plan on launching our own Gap e-commerce site in the UK in 2010 that will offer customers a full expression of the brand and assortment,' Gap told us. At the moment, UK shoppers can only buy Gap on the web via but, as of next autumn, the store will have its very own site for you to browse. Yes, yes, we do have to hold on until next year, but we’re sure it’ll be worth the wait.


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