THE FALL 5: BANANA REPUBLIC’S CINEMATIC TAKE ON FALL STYLE CELEBRATES THE WHITE SHIRT, CHINO, SUIT, DENIM AND TRENCH
Partnership with Vanity Fair and Film Independent Celebrates Aspiring Filmmakers and Invites Customers to Vote for Their Favorite Film
(New York, July 2009) – Banana Republic goes to the movies for fall. Hot on the heels of the brand’s spring music campaign, the creative arc of storytelling continues through film. The fall campaign uses the inspiration of film to connect consumers to the brand while focusing on signature products such as the white shirt, chino, suit, denim and trench. The timeless, cinematic quality of these five iconic fashion favorites are featured on seven stylish actors including Lauren Ambrose, Krysten Ritter, Chris Messina, Scott Speedman, Florence Faivre, Nicole Fiscella and Juan Diego Botto.
Shot by photographer Richard Phibbs on location in New York City, around Schiller’s Liquor Bar in the Lower East Side and Hudson Studios, the campaign showcases the brand’s newest collection while highlighting the versatility of Banana Republic’s core wardrobe essentials. Developed with AR, Banana Republic’s advertising agency of record, the campaign will appear in September publications, supplemented by print, outdoor and direct mail, and debuts in-store beginning August 11. A series of campaign shorts featuring behind-the-scenes footage of the seven actors wearing Banana Republic’s Fall 5: the white shirt, chino suit, denim and trench will be released in targeted online outlets between August and September.
“We want this campaign to strike an emotional chord with Banana Republic customers,” said Simon Kneen, Creative Director of Banana Republic. “By tapping into their passion for film and fashion, the cast of talented actors bring our customer’s five favorite styles to life.”
Continuing the brand’s association with film, Banana Republic has partnered this fall with Vanity Fair and Film Independent to sponsor development of Project Involve: City Stories, a series of ten short films created by aspiring filmmakers from communities traditionally underrepresented in the film industry. In addition to sponsoring the series, Banana Republic also provided wardrobing and styling assistance for the casts. The films can be viewed at www.VFAgenda.com/BananaRepublic. Audiences will be able to vote and choose their favorite which will be announced in conjunction with Project Involve’s jury prize on September 9th in Los Angeles.
About Banana Republic
Banana Republic is a global accessible luxury brand that delivers the best in city style. Characterized by elevated design and luxurious fabrications, the Banana Republic lifestyle collections include apparel, handbags, jewelry, fragrance and eyewear. Banana Republic, a division of San Francisco-based, Gap Inc. (NYSE: GPS), can be found at over 500 retail locations in the United States, United Kingdom, Canada and Japan, BananaRepublic.com, or (888) BR-STYLE. In addition, Banana Republic is expanding its international presence with franchise agreements in Asia, Europe, Latin America and the Middle East. For more information, please visit gapinc.com.