Barbie partners up with Gap for a new apparel collaboration
Mattel, the renowned toy company behind iconic brands like Barbie, has announced an exciting apparel collaboration with Gap. The partnership, set to launch on May 23, will see the Gap x Barbie collection available on gap.com and in select Gap stores globally.
Josh Silverman, Mattel's chief franchise officer and global head of consumer products, expressed his excitement about the collaboration. Gap's chief merchant, Christopher Goble, also shared his enthusiasm for the upcoming Gap x Mattel collaborations.
The first release of this collaboration will feature a wide range of products, including tees, skirts, hoodies, denim, button-downs, accessories, and pet apparel. The items will prominently feature Barbie branding and Gap's signature arch typeface.
This isn't the first time Barbie has ventured into the world of fashion. Over the decades, she has collaborated with various designers and brands, creating collectible dolls that reflect fashion and pop culture trends. Notable collaborations include those with Bob Mackie, Kate Spade, and Dbeers.
The Gap x Barbie collection is expected to celebrate individuality and connection through creative expression and play, much like the upcoming Barbie movie, which is generating intense anticipation.
Later this year, the companies will unveil a collection based on Mattel's Hot Wheels toys. This collaboration marks a shift in focus for Gap, following the implosion of its partnership with Kanye West (Ye) last year.
Despite a 5% decrease in comps and a 9% fall in net sales in its most recent quarter, Gap Inc. remains optimistic about its future collaborations with Mattel. The companies believe that their doll and vehicle businesses will drive sales growth.
Mattel will sell some styles via Mattel Creations, its collector and direct-to-consumer platform. The Gap brand's most recent quarter saw comps down by 4%, but the company is yet to name a new chief executive.
Barbie's fashion collaborations continue to elevate the doll into an art and fashion icon, with collectors worldwide appreciating these miniature fashion statements.
[References] [1] Barbie Collectors. (n.d.). Barbie & Dbeers. Retrieved from https://www.barbiecollector.com/barbie-dbeers/ [2] Barbie Collectors. (n.d.). Barbie & Bob Mackie. Retrieved from https://www.barbiecollector.com/barbie-bob-mackie/ [3] Barbie Collectors. (n.d.). Barbie & Kate Spade. Retrieved from https://www.barbiecollector.com/barbie-kate-spade/ [4] GCDS. (n.d.). GCDS x Mattel Polly Pocket. Retrieved from https://www.gcds.com/en-us/collections/gcds-x-mattel-polly-pocket
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