Gap Inc. has entered the handbag market with a new collection designed by Reed Krakoff, a veteran designer known for revitalizing several high-profile brands. The launch marks Gap’s first foray into accessories under Krakoff, who joined the company last year as executive director of accessories, overseeing bags, shoes, and jewelry.
The collection, announced in early March, features bags inspired by Gap’s classic staples and American casual style. Among the offerings are a fleece tote reminiscent of the brand’s signature sweatshirts, a structured top-handle tote blending luxury handbag silhouettes with denim elements, and a limited-edition five-pocket tote crafted from denim scraps and cinched with a branded belt. The luxury-style tote is priced at $498, while other bags in the collection range from $29.95 to $148.
Krakoff, 62, has a well-established track record in the fashion industry, having previously held design roles at Tommy Hilfiger, Tiffany & Company, and Coach. He gained recognition in the late 1990s for creating enduring bag designs, including the Ergo bag for Coach, which recently experienced renewed popularity among younger consumers for its blend of durability and accessible pricing.
Asked about shifting from high-end and designer-led brands to Gap, Krakoff emphasized that his focus is on the brand’s identity and the creative challenge of delivering the best product within a target price range. “Mass, expensive, has nothing to do with how I feel about it,” he said. Krakoff noted that Gap’s style is grounded in classic American simplicity and comfort, citing the brand’s iconic t-shirts, denim, and hoodies as design touchstones for the new collection.
The designer also described his creative process, which involves a mix of hand sketching, digital tools, and artificial intelligence for exploring variations in color and materials. He said design inspiration is less about mood boards and more about problem-solving to meet customer expectations and brand values.
Gap’s move to add a dedicated accessories line reflects its broader efforts to reinvigorate the brand amid shifting market trends and increased competition. Recent campaigns featuring pop group Katseye and partnerships with celebrities like Hailey Bieber underline the company’s strategy to appeal to younger consumers.
While some items in the collection carry higher price points than typical Gap products, Krakoff expressed confidence that the bags stand on their own merit, independent of the brand’s casual reputation. Discussing the enduring appeal of his earlier Coach designs found in vintage shops, he noted that the goal is not necessarily to create “It” bags but to design products that offer distinct, lasting appeal in a crowded market.