Rebekka Bay, the new creative director and EVP of global design for the Gap brand

Rebekka Bay, the new creative director and EVP of global design for the Gap brand

Specialist clothing retailer Gap Inc has ended a search lasting more than a year by
appointing Rebekka Bay as creative director and head of global design for its namesake brand.

Bay is credited with conceptualising, developing and launching the Cos brand, which is owned by H&M Hennes & Mauritz. She spent five years as creative director of Cos, starting in 2006.

Since 2011, she has been creative director at Bruuns Bazaar, overseeing the design of women's and men's apparel.

At Gap, Bay will be responsible for women's, men's, 1969, accessories and body lines globally, and will report to Gap North America president Art Peck and Gap International president Stephen Sunnucks. 

Bay will fill the slot left by Patrick Robinson, who was dismissed by the brand in May last year amid falling sales. In the interim, the head of Gap's Global Creative Centre, Pam Wallack, has been managing the design teams. 

Bay joins the retailer as it begins to see signs of a turnaround. In August, the company recorded a 29% jump in second-quarter net profit, as sales rose 6% as customers responded well to its offer.

Last week, the retailer named former JC Penney executive Michael Francis as its new marketing creative advisor. He joined the retailer yesterday (17 September) and will spend two weeks a month at the group's San Francisco office.