GapMaternity is coming to Yorkdale and Square One
Even women who don’t usually sport the Gap’s simple, comfortable collections may be inclined to migrate to the brand’s shirt dresses, boyfriend jeans and other casual pieces during pregnancy. As of February 3, expectant mothers can purchase the retailer’s maternity staples—formerly available only in the States—at Yorkdale and Square One malls in Toronto.
The Canadian foray into maternity wear comes at an interesting time for the Gap, as new creative director Rebekka Bay attempts to breathe life into the stalling retailer, which hasn’t grown sales in over a decade. Bay’s pedigree is impressive: she’s the one who launched Stockholm’s beloved COS, the upscale H&M sister store that’s a favourite among European editors and fashion bloggers. Hopefully, she’ll bring some of that style and brand clarity to the seasonally confused Gap. In the meantime, soon-to-be moms have a new place to shop for stretchy waffle shirts and elastic-waisted denim.