Gap and Dôen to Launch a Fashion Collaboration

Coming this Friday, May 17.

POSTED 15.05.24 08:12 BY EMMA FISHER

Dôen, a brand known for its vintage-inspired elegance, is stepping into the spotlight with its most significant collaboration yet. This Friday, a 51-piece collection in collaboration with Gap, will be available in other 150 stores across 14 countries and online at Gap.com.

The collaboration sees a merging of Dôen’s romantic, feminine aesthetic with Gap’s 90s minimalism. The result is a delightful array of floral sets, denim, khaki, eyelet dresses, loungewear, and accessories, priced between $19.95 and $158.

The collection also features coordinated styles and prints for kids, toddlers, and babies, perfect for matching family moments that mimics the heart of Dôen.

Sisterhood

At the forefront of the campaign is sisterhood. It features sisters Lily and Ruby Aldridge and was shot by Dan Martensen to capture Dôen's family values alongside Gap's playful approach.

Key pieces from the collection include on-trend wide-leg pleated khaki pants, a white eyelet sundress with Dôen's signature smocked bodice, a floral print bias-cut dress, and an oversized denim jacket with feminine draped sleeves.

The collection also revives nostalgic elements with striped button-down shirts reminiscent of Gap Originals from the 1980s, and includes pointelle knit camis, sweaters, socks, Mary Jane shoes, logo sweatshirts, ball caps, and canvas totes.

Marketing

To market the collection, Dôen and Gap are leveraging a joint strategy, including Dôen’s signature approach of gifting to celebrities and influencers. Digital marketing efforts and store installations, starting with Gap at The Grove in LA, will further promote the collaboration.

This marks a significant milestone for Dôen, a brand that has not yet hit its tenth year in business. It is hoped this visibility will launch them further.

We can only hope for success.

With its blend of romanticism and nostalgia, the Gap x Dôen collection is set to charm a wide audience of women and families alike. Credit should also be given to its affordable pricing and its celebration of what makes both brands beloved.