Gap Inc. has stepped up the marketing of its Athleta division to support a heady growth plan.
The campaign, called “Power to the She,” is Athleta’s first integrated national marketing effort. It hit the Athleta Web site Wednesday, and involves e-mail, social media, Athleta catalogues landing in mailboxes this week, and new imagery in the nine Athleta stores. A 10th store is opening in Scarsdale, N.Y., in two weeks, and the goal is to have 50 units operating in 2013, though the struggling Gap Inc. is reducing the square footage on its other divisions across the U.S.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"