Calling all creators.

Gap Inc. has launched a “creator affiliate and advocacy” platform to elevate the profile of creators who through social media will help amplify the retailer’s brands and their campaigns, and connections to culture.

The new platform marks “the next step in the company’s digital-first strategy and brand reinvigoration journey,” the San Francisco-based specialty retailer said in a statement Wednesday morning.

For years Gap Inc. lost customers and market share but has recently been regaining relevance, with the second three month period of this year marking six consecutive quarters of positive comparable sales. The company’s three largest brands – Old Navy, Gap and Banana Republic – all posted positive comps in the quarter, while Gap’s Athleta brand had negative comps

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