The Fall 2021 New Look collection features casual wear with a focus on leather and suede, silk and cashmere.
American fashion brand Banana Republic is redefining its positioning to focus on “democratic, affordable and inclusive luxury.”
A new campaign called “Imaginary Worlds” will be launched on September 28, 2021. It is assumed that from now on the brand will return to its roots to a certain extent.
The campaign "reflects the Banana Republic as it was originally conceived - a fictional territory, a distant and unknown place that is part of the folklore of explorers and legends of adventurers," the release notes.
Banana Republic tends to innovate not only when creating new collections for physical stores, but also strives to present itself in an updated image in digital channels.
The Fall 2021 New Look campaign, which was released on September 7, showed casual and business wear to fans of the brand, with a focus on leather and suede, as well as Italian merino wool, silk and cashmere.
“Call it post-genre fashion. Or call it post-fashion in general: New Look is less about fashion and more about life. To achieve this, we blended the mythical American image, the imagination of San Francisco and the late 1990s,” commented Ana Angelic, Banana Republic’s new brand director.
The company expects to modernize all retail stores in the US to bring them in line with the new style. The outlets are getting an updated design, “expanded merchandising” and stylist services.
Recent years have been challenging for the Gap portfolio brand. While Athleta and Old Navy posted sales growth in the second quarter of 2021 by 35% and 21%, respectively, Banana Republic's revenue decreased by 15%. The company expects that the new positioning will allow the brand to partially return to its roots and increase financial performance.