Banana Republic, an apparel and lifestyle retailer, has unveiled a new brand look. It is reminiscent of the brand’s global heritage and aims to transform the label’s roots in a modern fashion.
The brand, which is 43 years old, will transform its customer experience through new apparel design, digital transformations, and in-store upgrades. The brand’s first moves are two fall 2021 campaigns, ‘Imagined Worlds’ and ‘The New Look.’ They will be centered around its origins in global exploration.
The ‘Imagined Worlds’ campaign, which features a new collection, is inspired by travel and folklore worlds such as Middle Earth or Westeros. As it aims to appeal to the modern consumer, the new identity and positioning will highlight the brand’s new direction.
Part of the Power Plan 2023
Sandra Stangl, brand president, CEO said in a statement that she had a clear vision of the iconic American company and the things they needed to achieve it.
Stangl was appointed the company’s new CEO in 2020. He is charged with restoring the brand to its heritage status under the Gap Group Power Plan 2023. This omnichannel-focused plan is designed to reconnect with Gap consumers and attract new customers.
Stangl said, “This fall is just beginning for Banana Republic.” “The adventure of our lives begins with creativity, curiosity, newfound drive, and we embark on the greatest adventure of all. As we dream of the possibilities to make this iconic lifestyle brand a lasting brand, the excitement is palpable throughout the organisation. We are always relevant, always on-trend, and never out of date.”
The New Look is a new direction in design:
Ana Andjelic, chief brand officer, stated that the new direction in design was to create branding and silhouettes that are both nostalgic and contemporary. The New Look blurs the lines between sartorial codes, just as punk and yuppie define a decade while grunge and metrosexual clashed in the same streets.
The brand’s The New Look collection includes a variety of travel-inspired pieces such as cargo pants, photojournalist vests, leather jumpsuits, and suede trench dresses. The brand’s autumn 2021 collection is focused on bringing back the materials it was known for such as silk, cashmere, and Italian merino wool. The design elements are a mix of workwear and casual wear.
Andjelic says that the New Look is more about living than fashion. We combined the mythical American look with San Francisco imagination and the late 1990s to get there. Keywords include utilitarian chic and modern casual wear. Safari meets tuxedo. Formalwear meets casualwear. Menswear meets womenswear. Vintage meets tailoring. Functionality meets imagination.