Banana Republic

I had the incredible opportunity to collaborate closely with Banana Republic's VP of Creative and the executive leadership team to shape a transformative new brand platform for the legacy American retailer. This project included redefining the brand's positioning as well as visual and written identity, blending a new, modern sophistication with timeless appeal drawn from the brand’s San Francisco roots and adventurous spirit.

This strategic overhaul not only elevated Banana Republic’s relevance in today’s market but also set the stage for sustained business growth. By aligning creative vision with business objectives, we ushered in a new era for the brand, capturing the attention of both loyal customers and new audiences alike.

Photography: JOSH OLINS, ALEX NATAF. Video: JORDAN WALSH. Creative Direction: REMI PARINGAUX, RYAN SPACEY. Director of Creative: MELSSA LAUX. Editorial Director: STEVIE WILSON. Style: JONNY LICHENSTEIN, LEXI CLAYBURN. Production: SHAKE PRODUCTIONS, HEATHER SANDEFRS, ROBERTO DA SOSA & DAKE GONZALEZ.

Three women lying on grass outdoors during daytime with a background of a hillside and blue sky. The woman on the left has long black hair and is wearing a light blue button-up shirt, labeled 'BANANA.' The woman in the middle has blonde hair and is wearing a patterned blouse, and the woman on the right has short black hair and is wearing a light blue off-shoulder sweater, labeled 'REPUBLIC.'
Split-screen image with text, left side shows two people standing on the roadside, one wrapped in a blanket, with a desert background in black and white labeled "BANANA." Right side shows a woman sitting in a vintage convertible car with a desert background in color labeled "REPUBLIC."
Side-by-side photos of a young man and woman outdoors; the man has light brown hair, wears a blue shirt, and sits on rocky ground; the woman has black hair, wears a white sweater, and looks into the camera with a serious expression.
Collage of eight photos with natural elements theme, includes close-up of hand with dry grass, person walking on sandy beach, ocean view, person with blurred face, woman/outdoor and interior shots, and black-and-white portrait of a woman lying in grass.
A collage of eight photos depicting nature, travel, fashion, and exploration, with the words "Curiosity / Exploration" overlayed in the center.
Collage of diverse people in outdoor and indoor settings with the word 'BELONGING' in the center.