By  on September 17, 2012

Gap, the all-American casual brand, has decided that its vision for the future should be filtered through a European designer with a Scandinavian aesthetic.

Nevertheless, Rebekka Bay, a former top designer at H&M who on Monday was named creative director and executive vice president for Gap Global Design, said in an exclusive interview with WWD on Monday that her mission will be to build upon the heritage of the brand. “Gap has great potential as a lifestyle brand,” said Bay, who was born and schooled in design in Denmark. But she emphasized that with Gap, “It’s important to continue to [build upon] the product’s American heritage. Gap is the brand that owns casual fashion. It can take more ownership over casual.”

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