Gap Adds A New Editorial Photo Feature, Styld.By


Gap Styld.By

Never one to shy away from experimental online retail and promotions (check out some of their most recent efforts here, here, and here) Gap just added a stylish new extension to its web site.

The image-focused editorial result, Styld.By, is bright and fun.  Featuring Gap’s spring line for women, the how-to-wear-it photographs are styled by bloggers from Refinery 29, Who What Wear, and others.  We like that there’s no need to navigate away to the main site to shop the items shown, and that the text makes it clear which clothes are and are not from Gap.  (Sorry, you’ll have to hunt elsewhere for the perfect moto jacket worn in one of Lookbook.nu’s photos.)

The accompanying style tips are also pretty helpful.  Though the feature seems like an elaborate push to promote the retailer’s basics — they comprise most of the Gap pieces featured in the shoots — Styld.By puts a pretty appealing aesthetic spin on what would otherwise just be, well, basic.


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