Mind the Gap as high street goes for high fashion

WHEN I was growing up, Gap was one of those brands that everyone wanted to be seen wearing. Owning one of its sweaters or stomping around in a pair of Gap jeans signified you were one of the 'cool kids'.

- BY EMMA JOHNSON

Back then I was not one of the cool kids (it's debatable whether I am one of them now). By my early teens my tastes already veered towards the avant garde as my head was turned by the runway shows of designers like Vivienne Westwood and Alexander McQueen.

Of course I couldn't afford their pricey wares. That said I couldn't afford a pair of Gap jeans either.

As time went on, I kind of missed the boat with Gap. It just never became a go-to for me. Unless I was buying gifts for friends' children. Ooh, its kidswear is lovely.

But in general it’s not somewhere I really think to shop. That could be about to change though because the US retailer has just unveiled a new premium line.