American apparel company Banana Republic revamps brand identity

The Fall 2021 campaign that kicked off on September 7 with The New Look, focuses on leather and suede, reworked in the form of the iconic Banana Republic photojournalist vest and cargo pants, modernised leather jumpsuits, and suede shorts-and-blazer separates. Materials that Banana Republic 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.

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.

"We started with a very clear vision of what this iconic American company can be and what we need to do in terms of our product quality and design, packaging and service, our digital experiences, and experiences in our stores to bring this vision to life in a way that excites culture and moves our business," brand president and CEO, Sandra Stangl said in a statement.

The New Look and Imagined Worlds campaigns will run across digital, social, and media channels later this month.

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.

Fibre2Fashion News Desk (KD)