Victoria Beckham ties up with Gap as retailer hopes luxe push will drive comeback

Ex-Mattel boss behind Barbiemania pivots retailer towards more premium fashion after reopening UK stores

From the 80s through 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, the US toymaker, in 2023.