Gap x DÔEN: The sisterhood of linen

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Dreamy, high-end Californian fashion ireland b2b leads brand of the moment meets established Americana staple. The highly anticipated Gap x DÔEN crossover event set the fashion community on social into a frenzy.

An Instagram Reel from Gap and DOEN announcing their partnership featuring the Aldridge sisters

To promote the launch, the brands partnered with the models and sisters, Lily and Ruby Aldridge. The “sisterhood” campaign theme was intentional—it references its spokespeople, is a nod to the sisters who co-founded DÔEN and is a metaphor for the relationship between the iconic fashion brands.

A TikTok video of a creator trying on clothing from the Gap and DOEN collab

On social, the promo included video interviews with the Aldridge sisters, images that were borrowed from the capsule wardrobe trend and messages from other sister duos.

A DOEN and Gap TikTok featuring sisters Levia and Zahar wearing their clothing

As of publication, many of the items in the collection are already sold out.

The play: Legacy and new-school brands are often cast as natural enemies, especially when they’re in the same industry. But they don’t need to be. Brands in the same industry can be great partners (even if they sell similar products). They key is finding a collaborator who can help you reach new audiences.