This Fall Banana Republic unveils it’s new collection reinventing itself for today’s modern world....
This Fall, Banana Republic reintroduces its new brand identity, positioning, and brand promise winking at its heritage while reinventing itself for today’s modern world. Inspired by its roots, the 43-year-old iconic global lifestyle brand is re-imagining every detail of the customer experience in the form of democratic, approachable, and inclusive luxury. From immersive product stories seen in-store and on digital platforms to the updated quality of product designs and fabrics, customers will see elevated experiences and details across all touchpoints.
The Fall 2021 campaign kicks off September 7 with The New Look, focusing on leather and suede, reworked in the form of the iconic BR photojournalist vest and cargo pants, modernized leather jumpsuits, and suede shorts-and-blazer separates. Materials that BR has been long known for are back: soft shearling, feather-light suede trench dresses, Italian Merino wool, silk, and cashmere. Additional hero looks include workwear, expedition-ready casualwear, and tailoring that moves.
To bring this vision to life, the brand created a new identity, positioning, and promise. Launching September 28, Imagined Worlds reflects Banana Republic as it was originally conceived—a fictitious territory—a far-away and unknown place that is part of explorers’ folklore and adventurers’ lore. Like Shangri-La, Middle Earth, Westeros, or Wakanda, Banana Republic is an imagined world. This invented, dreamlike brand world is a springboard to redefine fashion, design, activism, sustainability, and creativity. The New Look and Imagined Worlds campaigns will run across digital, social, and media channels later this month.
As the brand elevates the quality of its collections, it is also focused on re-imagining its digital platforms to be an engaging experience featuring inspirational imagery, video, and music that immerses customers into the new world of Banana Republic. The brand is also upgrading its fleet of stores across the country, thinking holistically about customer experiences from hospitality and styling services to harmonious store design and elevated merchandising.
Follow @BananaRepublic this fall to discover The New Look.
