LOOKING TO THE BIG SCREEN: For spring, it was all about the music industry. Now, for fall, Banana Republic is going to the movies. The brand’s new ad campaign provides a cinematic take on its fall style, focusing on the white shirt, chino, suit, denim and trenchcoat, with actors Lauren Ambrose, Krysten Ritter, Chris Messina, Scott Speedman, Florence Faivre, Nicole Fiscella and Juan Diego Botto serving as the models. In addition to the print component, the group will appear in a series of short films, shot by Richard Phibbs, on the streets of New York City and at Schillor’s Liquor Bar on the Lower East Side. “The actors were chosen originally because we wanted to authentically capture a campaign grounded in film,” said Simon Kneen, creative director and executive vice president of Banana Republic.
Continuing the brand’s association with film, Banana Republic partnered with Vanity Fair and Film Independent to sponsor “Project Involve: City Stories,” which involves a series of 10 short films created by aspiring filmmakers. In addition to sponsorship, Banana Republic will contribute wardrobing and styling for the casts. Kneen said the brand was drawn to this collaboration, in part, “to support underserved, up-and-coming filmmakers and their work.” A spokeswoman said Banana Republic does not release information regarding its media buy. According to Gap Inc., parent of Banana Republic, the company spent a total of $435 million on advertising last year.
