Banana Republic introduces new look with latest campaign

By

Anaïs Lerévérend

Published
Sep 8, 2014

Banana Republic is introducing a new design and marketing strategy with its latest fall-winter 2014-15 campaign. Announced along with the arrival of Melissa Webb as its new creative director last April, the brand’s new look has begun to take shape.

Banana Republic is now aiming to be more authentic, more modern and more in keeping with the lifestyle of its clientele. In order to accomplish this, Webb has chosen real couples to be photographed in casual, relaxed scenarios that are far less staged than in previous seasons.

The singer Aloe Blacc and his wife, the couple composed of models Kel Markey and Miles Garber, the founder of The Last Magazine Tenzin Wild and the actress Tao Okamoto, as well as Ben Hill and Zuzana Gregorova have all participated. The more casual silhouettes that have been chosen fit in with the new direction taken by Melisa Webb - a direction that will be even more apparent for spring-summer 15, the first season that she will have completely supervised.

If the collection seems to be in transition this season, the shift in marketing is well under way. And so, beyond the international ad campaign, Banana Republic has launched a new strategy called "story-telling". The concept, which is a the center of a new marketing strategy, sees Melissa Webb take charge of the brand’s image. On the creative director’s social network profiles, the Gap-owned brand will publish and host of content, such as teasers about new developments and behind the scenes looks at design.