Bridging the fashion gap

But when they left their seats, they couldn't wait to hit the high street.

And it wasn't Chanel or Dior they were heading for. According to a fashion writer at The Times, during Fashion Week the most visited store in the world's fashion capital was Gap.

It seems that, while jotting down their views on the wild, wonderful and often eccentric examples of haute couture from the world's biggest designer names, the eyes of US fashion writers and magazine editors had been somewhat distracted.

They had been busy taking note of what their European counterparts sitting in adjacent rows in the audience were wearing.

British and French editors and stylists all seemed to have a secret weapon in their style armoury... In with their must-have, big name designer pieces they had blended in a dash of new season pieces from the chain store that all Americans think they know like the back of their hand.

Gap IS an American brand. The first store opened in San Francisco back in 1969, the summer of Woodstock; the year man first set foot on the Moon.

And for the last 38 years, as it has slowly colonised the world, Gap has remained true to its clean-cut, casual, preppy, oh-so-American style.

Until now.

This autumn heralds a new, stronger fashion direction for Gap – but only in Europe.

Trend-led pieces in sharper shapes and slimmer cuts are giving Gap a new edge. And it's only for us!

"We now have a European design team working for the UK and French market," says Gap's spokeswoman. "While Gap will always have that simple, easy American look at its core, the collections will have a very different look to the stock in America.

"We have found that a more directional look, and a slimmer cut, is what our European customer wants. UK men in particular want something a bit more refined. They want slimmer Tees and tailored shirts rather than the typical, boxy American square shapes."

UK women want skinny jeans and boy-fit trousers and chinos. They are clamouring for cheeky, textured knitted minis and thigh-high socks. They are bagging the latest trouser shape – the baggy jodhpur, as seen on the catwalks at Balenciaga.

"Having our own design team working especially for customers in the UK and France means we can give them the look they want and get these trend-led pieces into stores swiftly," says the spokeswoman.

However, South Yorkshire women don't have to head for Paris. They can get their hands on these sought-after pieces simply by heading to Meadowhall.

The centre's Gap store has recently risen, swanlike, from the murky waters of the Sheffield flood; it reopened two weeks ago boasting a major refit.

"We are the first store outside of London to have the new Gap image," says store manager Sarah Parker. "We are now a flagship store and we're delighted about that. The floods did a massive amount of damage but we're back better than ever."

There is a new, open-plan layout and denim bars in both men's and women's departments. At a glance, you can find the style, fit and size of jeans you are after - including the ultra-new, high-waisted women's Seventies-style flare. "They haven't quite caught on yet, but we're confident," says Sarah, who also points out that from now on, all jeans stock can be stored in the denim bar "so staff don't have to go and rummage in the back of the shop to find what you need".

She points out pieces which personify the new European styling. There are some fabulously fun knits – roomy sweater dresses that will look great layered over jeans or thick tights with big cardigans and a couple of scarves.

And then there are the chunky, textural little cropped cardigans with clever, multi-way zips. The weaves to note are waffle, Aran, rib and cable and the palette is of ivory, dove, pearl grey, smoky charcoal and beige.

Elsewhere, khaki goes preppy in a pea coat as Gap turns utility chic. Summer's smock dress becomes a shirt dress – loose and casual over leggings, jeans or knee-highs, or more tailored for the office.

And other looks veer from sweet and girly, with bibbed mini pinafores and kooky clogs, to macho biker-boy boots and hooded tops. (There is a waiting list in London stores for those boots, by the way).

Among the new is a lot of good old Gap, too – the simple, easy-wear jersey vests, T-shirts, long, skinny striped tops (many at up to 75 per cent off for the next two weeks) and the sweaters and leg-lengthening Long & Lean jeans that we all know and love.

It's also worth noting that Gap has just reworked some of its all-time classics – like the trench coat, the men's merino V-neck sweater, the wool pea coat, the chambray shirt and the black trouser. The Classics Redefined collection has tweaked here and there, to perfect rather than to change a selection of pieces it sees as perpetual wardrobe essentials.

"We don't follow the high street; you won't find rail upon rail of smock tops and dayglo colours here," says Sarah. "But you will find some really well-designed, classic pieces that will make your clothes work for you time and time again."

I note, too, that many of the things I spot seem to be cheaper than usual.

"Yes," says Sarah, pointing me in the direction of a collection of black trousers Gap are billing as the winter wardrobe staple. "There have been some price changes." The trouser collection ranges from skinny and straight to flared and wide-leg, and the price tags from 29.50 to 35; very reasonable.

The classic women's white shirt has also had a makeover. It comes in a myriad of shapes – from collarless smock to boyishly tailored for around 29.50.

"People who think they know what Gap is about need to come back – and try on," says Sarah. "We know that our easy American fits haven't suited everyone's tastes. A lot of men and women want a more body-conscious look, with slimmer-fitting shirts and trousers. And now we have them!"

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