With her new Gap collection, Sandy Liang gets a huge new audience

"The New York City-based designer, who until now has had a small retail footprint and big fashion clout, is releasing a limited collection with Gap (big footprint, big clout). The collection is anchored by core Gap and Sandy Liang categories, like denim and outerwear, including a precious pair of carpenter jeans with bow stitching on the pocket, a faux fur half zip in a Bambi-inspired print, and two heavy-weight fleece hoodies glamified with the Sandy Liang logo or her signature bow."

"The collection gives Gap fashion cachet, Liang access to a huge new audience, and the rest of us easier access to Liang's covetable, girlish pieces-which typically have a pricing floor of several hundred dollars under her own high-end label. That cachet-by-association is important to Gap because it establishes its authority in the fashion space by targeting a new audience with in-the-know fashion taste. The aim is to win over the tastemakers and conversation starters who later adopters look to for cultural signals, gain cultural relevancy, and then become a driver of cultural conversation itself."

Sandy Liang is releasing a limited collection with Gap anchored by denim and outerwear, including carpenter jeans with bow stitching, a faux fur half zip in a Bambi-inspired print, and heavy-weight fleece hoodies featuring her logo or signature bow. Baby and toddler styles appear for the first time. Prices range from $15 to $268. The collection launches October 10 and will be sold on Gap's website and at select U.S. and global Gap stores. Previously Sandy Liang pieces were available only on her website and in her Orchard Street boutique. The partnership gives Gap fashion cachet while expanding Liang's audience.

Read at Fast Company