UK demands for high street fashion differs greatly from the US, which is why many an American casual brand struggles with fashion on this side of the Atlantic. This certainly rings true for brands such as Banana Republic and LL Bean, who’s khaki-inspired fashion looks great in America, but feels out-of-touch with British style.

Gap, which has long been considering heading up a European design base, has appointed its first UK heads of design across men’s women’s and childrenswear, according to Draper’s.

Dean Gomilsek-Cole has been appointed head of menswear, coming from George, where he was previously mens and boyswear design manager. Earl Jean designer Andree DeLair will head up the womenswear design team and Rachael Field will be in charge of the childrenswear design division, moving from Debenhams.

The appointments are part of gap’s strategy to create a London-based UK team to design specifically for the market. The three designers will report to vice president menswear Kevin Komos and vice president womenswear Margaret McDonald.

Komos stated that the new team’s influence would be seen in the spring 07 collection. He said: “We won’t be moving too far away from our heritage and what Gap is best known for, but we want to broaden out our offer as the UK is more fashion focused than the US and France.”

Former New Look chief executive Stephen Sunnucks joined Gap as European president in April last year to oversee the development of the retailer’s business in the UK and France. Since then, Barbara Cook has been appointed UK managing director to oversee the retail side of the business and Clare Dobbie has joined as vice president of marketing. The company is also looking for an overall design director.

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