The luxury Gap

Victoria Beckham joins retailer's comeback drive

- Chloe Mac Donnell

From the 80s to the early noughties it was the go-to high street store for casual hoodies and jeans, before falling out of favour. Now, almost 30 years after its heyday, Gap is hoping to turn things around. Key to its comeback strategy? A pivot to more premium fashion.

On Thursday, the retailer will unveil a collection with the luxury fashion designer Victoria Beckham. The collaboration is the next step in the luxification of Gap being led by Richard Dickson, who joined Gap Inc as its president and chief executive from Mattel in 2023.

The 38-piece collection includes a range of Gap classics including denim, shirting and outerwear reimagined through Beckham's more design-led lens.

Priced from £25 to £250, high demand is expected for pieces that are rooted in Beckham's own wardrobe and regularly seen on her Paris fashion week catwalk - including a tailored denim jacket and a white T-shirt. In her mainline collection, a similar jacket costs £590 while T-shirts start from £95.

The collection features capri pants, a nod to the style popularised by Sarah Jessica Parker in a 2004 Gap advert. It also includes a navy hoodie that features all the hallmarks of the 90s staple including kangaroo pocket and drawstrings - but this time around, Gap's signature arch logo, with its Spire Regular font, sits above Beckham's own branding.