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Gap Eliminates Creative Director Rebekka Bay's Role

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Gap just announced that it's eliminating its creative director role, and Rebekka Bay is exiting the company effective immediately. The news comes right after last week's announcement that Piperlime is shuttering.

Bay, formerly of minimal Swedish brand COS, became creative director of Gap three years ago, and the hope was that her direction would bring some new energy to the brand.

In a press release, global Gap brand president Jeff Kirwan said: "I would personally like to thank Rebekka for her passion and the creative processes she's brought to the brand. She has helped develop a dynamic design team, some of the best creative talent in the industry, and I'm confident that our strong bench of senior designers will see the brand into its next phase." The press release states that Gap will evaluate the long-term leadership approach for the global design team.
· New Gap Brand President Restructures Marketing, Online And Product Leadership To Better Serve Today's Customers [Gap]
· Piperlime Is DUNZO [Racked]
· This Is What the Gap Looks Like With a Creative Director [Racked]