Will Red-Hot NYFW Designer Peter Do Give Banana Republic a Holiday Hit?
Banana Republic tapped a rising design talent to lead a new collaboration that keys into the “quiet luxury” trend.
Earlier this week, the Gap Inc.-owned brand announced its latest exclusive capsule collection in partnership with Peter Do, the New York-based fashion designer behind his eponymous label.
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The entire “genderful” collection—designed by the Vietnam-born 2022 International Woolmark Prize Finalist and inspired by Banana Republic’s archives—will include an array of ready-to-wear pieces and accessories created in Do’s “signature” neutral color palette complemented by Banana Republic’s “classic” silhouettes. Designed for people living “multi-faceted” lives, the fashion collection will also feature a variety of utility silk shirting, soft knitwear, tailored outerwear and premium detailing.
The Banana Republic x Peter Do collection, which marks the next step in the brand’s transformation as it incorporates Do’s “fresh” perspective, is set to officially launch in select BR stores and online in October.
The collab is a significant move forward in the evolution Banana Republic started nearly two years ago. A new rebranding campaign launched in September 2021 aimed to position Gap Inc.’s most premium label as “always relevant, always current, never not modern,” Banana Republic president and CEO Sandra Stangl said at the time.
Do, named one of the Next 20 Brands to watch back in 2020 for a design perspective filling “the empty niche of sophisticated women’s wear,” could help Banana Republic ignite brand heat and put itself on holiday shopping lists at a time when many are concerned that inflation will chill year-end sales. After a disappointing first quarter that saw net sales fall 10 percent versus a year earlier, Banana Republic needs a commercial hit to perk up the bottom line.
Like many other fashion brands, Banana Republic is looking to a new category for growth.
Earlier this year, the brand stepped into the home business with its new BR Home line. The collection includes a variety of items, including bedding, rugs, pillows and decor using materials like European linen, cotton cashmere and organic cotton. For the BR Home line, the company tapped artisans and craftspeople from around the globe, including rug makers in the Atlas Mountains of Morocco.
“Discovery and self-expression are an integral part of our customers’ lives at home, work and away,” Aaron Rose, head of commerce and experience at Banana Republic, said at the time of the release. “We know our customers care deeply about great style, design, and quality in all aspects of their lives, and we are excited for BR Home to be a central part of their personal lifestyle.”
