Customers shopping at Gap this week will find the 2008 Design Edition collections by some of today’s hottest new designers. Phillip Lim (3.1 Phillip Lim), Band of Outsiders’ Scott Sternberg, Michael Bastian, Philip Crangi and threeASFOUR’s Gabi Asfour, Adi Gil & Angela Donhauser all contributed to the simple, yet chic designs that hit Gap’s displays this month. All the talented designers were nominees for this year’s CFDA/Vogue Fashion Fund–created to support emerging American fashion designers through monetary help as well as mentorship.

The designs all draw inspiration from the Gap’s classic white shirt. In addition to the fresh spin on the classic white Gap shirt, Phillip Crangi designed a line of jewelry. Michael Bastian created looks for Gap’s male customer. The collection ranges in price from $35 to $88.

I think this is a strategic, innovative PR pairing for both the Gap and the CFDA. The Design Editions at the Gap enable up and coming designers to get their name out to a broader consumer-base. Instead of only selling to the upper-crest of society, these designers are able to market their creations to a more mainstream consumer-base. The collection also draws in a wider consumer-base for Gap by using the names of high-fashion designers in middle-market retail. Followers of fashion will read about these designers’ collections at the Gap and want to check out what they are offering. Not to mention, all the shirts (and the jewelry) are super cute!