Today, Banana Republic unveils a new look with its Spring 2014 campaign – a heartfelt nod to the modern day adventurer who appreciates the journey, not just the destination, and is perfectly outfitted every step of the way. Inspired by the brand’s heritage and the pioneering spirit of its San Francisco roots, the campaign celebrates authenticity with style and the California state of mind – core qualities that define Banana Republic, the true outfitters of modern American style. “TRUE OUTFITTERS” will debut globally the first week of March.
The campaign champions true relationships, true style and true emotions, illustrating life’s most precious and authentic moments shared between loved ones. Real-life couples and families were cast in the campaign, including New York City-based partners and interior designers Nate Berkus and Jeremiah Brent, Argentinian model and Tulum hotelier Nicolas Malleville and his family, Nashville natives and longtime sweethearts Cory Bond and Bekah Jenkins, and up and coming European models Sara Blomqvist and Jeremy Young.
Styled by Jessica Diehl and shot by Mikael Jansson, the campaign features product from Banana Republic’s California Collection, a spring line that embraces the brand’s home state in palette and spirit. The California Collection reflects an effortless blend of laid back comfort and easy chic that includes iconic Banana Republic pieces such as chinos, trenches and utility jackets that have been reinterpreted into relevant and modern American sportswear. Grounded in a group of fresh, Sonoran desert neutrals, the palette ranges from soft white to cantaloupe and cognac accessories, with rich textures and design woven throughout.
“Banana Republic represents an approach to style, living and a state of mind that continues to define the modern wardrobe,” says Banana Republic global chief marketing officer, Catherine Sadler. “The ‘TRUE OUTFITTERS’ campaign delivers authenticity and cultural awareness which is the currency of choice for the modern customer.”
“We’ve been outfitters since our days on safari, and today we outfit people for their modern lives – for all those things that make up day to day life, and especially those big and small moments that matter most,” says Jack Calhoun, Banana Republic global president. “‘TRUE OUTFITTERS’ represents Banana Republic at our best – helping us stand out in a crowded marketplace – and reflects our roots in our hometown of San Francisco.”
Developed with Laird+Partners, Banana Republic’s advertising agency, the campaign will appear in March and April publications, supplemented by outdoor, online and direct mail. Find out more by visiting BananaRepublic.com/True. “TRUE OUTFITTERS” will also be featured at the 86th Annual Academy Awards, with an all access red carpet media integration on YouTube.com/BananaRepublic on March 2. YouTube phenomenon and StyleHaul partner, iJustine, will join The Associated Press’ host, Michelle Marie, live on the red carpet from the award show in a custom Banana Republic dress, inspired by the California Collection.