When a brand has been around for 57 years, there aren’t many firsts left that can raise eyebrows. But most brands aren’t Gap. The maker of perfectly lived-in denim, nostalgia-infused fragrance, and viral star-studded campaigns is now releasing GapBag, a new handbag collection launching on September 8.
The GapBag collection will feature five silhouettes: the Five-Pocket Tote, the Hoodie Tote, the Favorite Tote, the Crescent Bag, and the Shoulder Bag. Brand signatures—broken-in denim washes, jean-stitch detailing, and the iconic Gap arch hoodie logo—are evident throughout.
The core collection will retail from $30 to $148, staying within Gap’s accessible price point while taking on a new, elevated direction. And in keeping with the recent bag-charm trend, the collection will include smaller accessories like charms and keychains that shoppers can buy to decorate their bags.
This line marks the first accessories collection to launch under Gap Inc.’s newest executive director of accessories, Reed Krakoff. Krakoff is a three-time recipient of the CFDA Accessories Designer of the Year award and the former creative director at Coach.
“I spent a lot of time studying what has made the brand so recognizable over the years, from the five-pocket jean and denim detailing to the hoodie and utility pieces,” the designer tells Bazaar. “They’re simple but not plain, easy to wear and designed to become your own. I wanted the bags to have that same spirit. The Five-Pocket Tote is probably the clearest expression of that. It takes something incredibly familiar from Gap and translates it into a completely new category in a way that feels natural and distinctly Gap.”
The oversize tote has the shape of an elevated carryall, yet a soft denim exterior keeps the overall look laid-back and accessible. It’s a style that would make just as much sense at the farmers market as it would at the office. Another highlight is the Hoodie Tote, which reimagines the Arch Logo hoodie with ribbed detailing and a drawstring closure. I’d bring it on a weekend excursion when I want to travel light.
“Accessibility is fundamental to Gap, but the product still has to stand on its own,” says Krakoff. “It starts with creating something people genuinely want and love. We spent a lot of time developing the silhouettes, proportions, washes, fabrication, hardware, and detailing so the bags would feel considered and desirable on their own.”