by Stephen Garner

This holiday, Banana Republic debuts “Love The Present,” a campaign that celebrates love and underscores an appreciation for the here and now.

For this campaign, photographer and director Cass Bird captured the intimacy of real-life families and couples who share their affectionate spirit of the holidays in personal ways. Marking the brand’s first seasonal campaign to air nationally across television since 2005, “Love The Present” is now live on and across digital media and direct mail. National television will air on November 9th across networks including CBS, E!, Bravo, and more.

“In this unprecedented year, holiday 2020 is an opportunity to refocus on what really matters — spending time with loved ones, creating new traditions and making the most of every moment, big or small,” said Mike Janover, head of marketing for Banana Republic. “With shifting consumer shopping patterns, and more time spent at home than ever, it’s the right time to layer in national broadcast to extend our message to a wider audience and visually demonstrate the versatility of the assortment to the consumer.” 

Featuring authentic relationships — including couples Guinevere van Seenus and writer Beau Friedlander; Barbara Valente and photographer Paulo Almeida; Samantha Marie Gradoville and Nicola Wincenc; and Sanna Backstrom, Lucas Cristino and their son August — the creative shares familial moments celebrating the holidays at home. From luxe outerwear to textured cozy knits and soft separates, Banana Republic’s holiday collection offers comfort without sacrificing style. 

During the holiday season of giving thanks, the brand continues its pledge to work for a Better Republic by supporting those in need. Banana Republic will further its partnership with Feeding America, which first debuted in May 2020 with sales of Banana Republic reusable face masks benefitting the organization’s COVID-19 Response Fund. On Giving Tuesday, December 1st, Banana Republic will donate $10 from the sale of every sweater, up to $25,000 total, to Feeding America – adding to the more than $220,000 the brand has raised for Feeding America to-date.

“We are honored to continue our partnership with Banana Republic this holiday season,” added Lauren Biedron, vice president of corporate partnerships at Feeding America. “Millions of Americans rely on food banks for help. In 2020 alone, 1/6 people may face food insecurity due to the economic impact of the COVID-19 pandemic. We are grateful for Banana Republic’s efforts and the more than $220,000 raised to-date to support the fight against hunger.”

Banana Republic will also make an additional $35,000 donation to CARE – an organization dedicated to defeating poverty and achieving social justice for women and girls around the world. CARE is a long-time implementing partner of Gap Inc.’s P.A.C.E (Personal Advancement & Career Enhancement) program, which has provided foundational life skills and technical training to over 500,000 women in 17 countries since 2007. Banana Republic’s contribution to CARE totals over $225,000 to-date.