WHAT WILL YOUR LEGACY BE?

Objective:
Banana Republic is a premier destination for modern menswear with product that is designed for a life with “No Boundaries”. Recognizing that men new get their fashion inspiration from many sources—including street style—Banana Republic’s objective was to launch our new Legacy Denim with Dapper Studios, a Brooklyn-based artist collective known for their realness and connectivity. In the What Will Your Legacy Be? campaign, Banana Republic gave our “our most authentic jean yet” to Dapper Lou and his team to reconnect with those redefining the fabric of culture, styling our Legacy Denim their own way and asked the question: What will your Legacy be?

Strategy + Execution:
To celebrate this product launch and the bold “No Boundaries” spirit of the brand, the integrated marketing campaign highlighted the authenticity of Legacy Denim, a 14 oz. jean with vintage-inspired washes.

Curious, connected and out in the world, we love seeing these role models tell their stories about their craft. The dynamic 360-degree campaign came to life through a poignant film, deployed across digital, social and stores. It rolled out in digital retail on BananaRepbulic.com, where shoppers and fans alike could go deeper in the stories and learn more about the new Legacy Denim collection.

Results:
This campaign drove brand and business-defining results—setting the tone for more authentic collaborations with artists and role models.