Zac Posen’s return to the fashion industry as the creative director of Gap Inc. marks a significant shift not only for Posen himself but for the brands he aims to rejuvenate. Having previously established a successful name in the fashion world, Posen’s journey hit a pause when he closed his eponymous label in 2019. However, almost five years later, he has forged a new path, one that seeks to infuse cultural relevance and excitement back into iconic brands like Gap, Old Navy, Banana Republic, and Athleta.
In a recent episode of The BoF Podcast, hosted by Imran Amed, Posen shared his insights on redefining success and finding professional fulfilment in this new chapter of his career. He recalls the moment he met Richard Dickson, the new CEO of Gap Inc. “Within five minutes of meeting Dickson, I knew that there was something special… it felt like a cosmic moment where I saw that I had met my dreamer,” Posen remarks, suggesting a deep sense of connection and purpose in their shared vision.
Posen’s approach is underscored by a dramatic re-evaluation of what success means to him. After shutting down his label, he shifted his focus from external validation and accolades to personal fulfilment and creative expression. “Success for me is about being able to inspire a larger public… to be able to work within my own creativity,” he explains. This transition is essential for leaders in any industry, highlighting the importance of aligning personal values with professional ambitions.
Returning to the fundamentals of design, Posen found joy and inspiration through the tactile experience of draping fabric and sculpting garments—a reminder of the hands-on work that initially drew him into fashion. He describes feeling exhilarated while working in his father’s studio, a place where his journey began. “It felt like a full circle moment,” he shares, emphasizing how reconnecting with his roots has fueled his creative drive.
Taking on the role of creative director at Gap Inc., Posen’s mission is clear: modernise and invigorate traditional brands by infusing narratives and redefining identities. He believes that “building a brand is about being part of the cultural conversation” and encourages the integration of storytelling to resonate with contemporary consumers. This strategy not only garners interest but also establishes a relational approach to branding—one that connects with customers on a personal level.
Posen doesn’t shy away from recognizing the delicate balance between art and commerce. His advice to young designers is grounded in patience and the understanding that creativity is a lifelong journey, often unpredictable in its direction. “You can’t foresee the path and where it will take you… if you are able to work in a creative field, you are so lucky,” he advises, reminding emerging talents of the beauty in the journey itself, rather than just the destination.
The retail landscape has undergone monumental changes, especially post-pandemic, demanding brands to adapt rapidly. Gap Inc.’s attempts to revitalise its image have been ongoing for two decades, but early signs under Posen’s leadership suggest his fresh perspective may lead to meaningful shifts. His keen understanding of contemporary culture aligns with a broader push among retailers to stay relevant in a fast-paced market.
In expanding his vision, Posen indicates that it’s essential for brands to not just follow trends but actively participate in shaping cultural moments—an ambitious challenge in today’s algorithm-driven environment. Success, in this context, may very well depend on brands like Gap fostering a deeper connection with their audiences, thus ensuring that they remain current and engaged.
Overall, Zac Posen’s return to creativity at Gap Inc. encapsulates a narrative of resilience, growth, and the transformative power of passion. His journey offers valuable lessons for business leaders: the importance of understanding one’s foundation, redefining success on personal terms, and embracing change in a fast-evolving landscape.
The potential for Posen to rejuvenate Gap’s legacy brands lies in his unique blend of high-fashion pedigree and a profound understanding of cultural relevance. As he embarks on this new journey, the fashion world watches closely—eager to see if his creative vision can reignite interest in Gap Inc.
