As if we needed more reasons to be excited about COS director Rebekka Bay's takeover of staples brand Gap - the brand's new creative director has upped the label's cool credentials again with a collaboration with Visionaire at this year's Miami Art Basel.
Visionaire, the mother of both V magazine (home to Gaga's naked cover) and VMAN, has long been publishing limited edition 'magazines' of fashion and art. We say 'magazines' because their format ranges wildly, from outlandish creations like their current Forever issue (a gold plated inkless and paperless issue of 10 embossed aluminium pages costing around $1,500) to wearable and audible publications like their Louis Vuitton issue (the leather bound mag contained a Vuitton leather pouch and was auctioned at $5,000). Needless to say Visionaire are keen on pushing art, fashion and publishing boundaries.
Visionaire's James Karliardos and Cecilia Dean met with Bay to create a t-shirt line and these ultra-cool 'Miami 5' tshirts were the result - just 300 of each have been created but there will be 40 different designs to launch throughout the year. The 5 key designs that were showcased at a fabulous brunch at Art Basel, (attended by the even more fabulous Leigh Lazark) are based on many of the 3-D embossed images produced for the Forever edition. Do you fancy fashion photographers Inez & Vinoodh's portrait of Lady Gaga? Or perhaps a roaring panther print by artist and photographer Sølve Sundsbø? The tees are on sale in the Webster Hotel store, Miami - the pastel painted and art deco sculpted go-to destination for exquisite shopping on South Beach (whilst the other designs will reach other stores across the U.S.).
This astutely arty angle is quite the deprture for a brand like Gap for which we favour it's simple cotton basics, denims and its American heritage, as Rebekka Bay told Fashionista, “I kind of [wanted] to take a very democratic brand and team that with something that’s much more artistic [and] truly creative.” You've certainly done that Bay!
Even if you're not popping to the U.S. to pick one up any time soon, you can still rest assured that exciting things are to come for Rebekka's first collection!