NEW YORK (AdAge.com) -- With its new spring line, Banana Republic is looking to assert its urban credentials. But don't expect to see Kanye West and Lil Wayne modeling loose-fitting khakis. The Gap Inc. brand is projecting metropolitan diversity with a mix of rock, pop-folk, classical and jazz musicians set against Manhattan and Brooklyn backdrops.
For this spring's "City Stories" campaign, which will debut in stores Feb. 18 and in March issues of print publications, Banana Republic has recruited nine artists, from unknowns to Grammy award-winners to model clothes and contribute a host of multimedia content, including unreleased material, original songs and videos. Sara Bareilles, Liz Phair, OK Go, Tommy Torres, David Sánchez, Ayo, Esperanza Spalding, David Garrett and Chris Carrabba of Dashboard Confessional will all be featured across print, outdoor, direct mail and a microsite where consumers can watch unplugged performances and download free music.
For this spring's "City Stories" campaign, which will debut in stores Feb. 18 and in March issues of print publications, Banana Republic has recruited nine artists, from unknowns to Grammy award-winners to model clothes and contribute a host of multimedia content, including unreleased material, original songs and videos. Sara Bareilles, Liz Phair, OK Go, Tommy Torres, David Sánchez, Ayo, Esperanza Spalding, David Garrett and Chris Carrabba of Dashboard Confessional will all be featured across print, outdoor, direct mail and a microsite where consumers can watch unplugged performances and download free music.
