GAP Fall 2010 Lookbook

In the last decade, GAP has dealt with brand issues from inconsistent design direction to financial woes. The brand became known more for memorable TV advertising and less so for clothing people actually wanted to flaunt. Things started to turn around aesthetically for the brand when they selected Patrick Robinson as design director in 2007, began focusing on design instead of advertising and launched their 1969 premium denim line last year. The launch of their 2010 collection, including a premium pant line akin to the denim relaunch, looks to be another step up on the ladder to reclaim the stronghold they had in the 90's.

Taking a page out of J. Crew's book, GAP has started to up their game in the styling department. It's clear that seeing an item styled in the right way has a greater influence on a consumer's willingness to purchase.

As expected, some Fall trends are incorporated into the line, including leather, the anorak and oversized silk blouses. They also come in extended sizes online so my fellow curvy girls can find some trendy pieces in their size. I've already added the herringbone double-breasted vest, the slim cropped pant, the leather band blazer, the real skinny pant, the silk ruffle tank and the chambray tunic to my list for fall. Note none of the above shoes are available for sale at GAP, though I wish they were.

All of the items in the lookbook are available now in GAP stores and online.

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Photos courtesy of GAP