Wait! Is Gap cool again? Its collab mastermind reveals his strategy behind the brand’s big comeback

It’s not just you—you really have been seeing a lot more of Gap lately.

Over the last few years, the brand has embarked on a broad business turnaround. It hired Richard Dickson, Mattel’s former CEO who turned Barbie into a phenomenon. Then it brought on Zac Posen as its new creative director. It launched an elevated sub-brand, GapStudio, and it’s bringing back nostalgia-driven styles like low-rise jeans.

But perhaps more effective than any single business decision has been Gap’s unabashed embrace of collaborations.