Back in April, Banana Republic announced that it had appointed Marissa Webb its new creative director in the pursuit of a more fashionable image. After posting a cryptic Instagram on Wednesday night signaling the forthcoming arrival of #thenewBR, the brand has now dropped the first images from its fall campaign under Webb's direction.
From what we can tell so far, the look involves a lot of slim silhouettes in shades of navy, black, gray and white. In a way, it's a more sophisticated version of the story Rebekka Bay told when she started at Banana's sister company, Gap. Like Bay, Webb comes from a fashion-forward mass brand -- she worked as a design director at J.Crew under Jenna Lyons, and currently designs an eponymous line that shows at New York Fashion Week. To add to the similarities, Banana Republic's fall campaign has certain parallels to Bay's first Gap campaign, which came out in February. The latter starred minor league celebrities and artists including the singer-songwriter Birdy and American actor RJ Mitte, and Banana Republic is taking a similar tack, casting real-life couples like singer-songwriters Aloe Blacc and Maya Jupiter and "The Last Magazine" editor Tenzin Wild and model Tao Okamoto.
As with the Gap campaign's emphasis on realness, Banana Republic's message is all about "effortless cool" and "authenticity," according to a release. As Gap Inc. aims to win back shoppers' hearts, it's now banking on that story with not one but two revamped brands. We'll see how it goes down with consumers in the coming months.
Until then, look out for more teasy social media promos -- the brand plans to utilize Snapchat and paid Instagram advertising to build buzz around the new look.