Banana Republic has introduced a new campaign acknowledging our unique situation that COVID-19 has placed the world.
To mark this shift, Banana Republic’s fall campaign, dubbed “Will Work For A Better Republic,” reflects our new normal, while also partnering with non-profits Delivering Good and Rock the Vote to help those in need and strengthen our democracy.
As a way to help Americans get back to work, Banana Republic announced a donation in June 2020 of over $20 million of new clothing to Delivering Good – a non-profit organization that unites retailers, manufacturers, foundations, and individuals to support Americans in need.
Through Delivering Good’s community partners, recipients like single mom Charmel Hamiel received Banana Republic’s donation through Pittsburgh’s For Good PGH. Hamiel expressed her excitement and appreciation during this difficult time stating, “I have been considering trying to enter a new career, but was concerned about the cost of professional clothing, on top of all of my other expenses. This gift truly made me feel beautiful and confident and came during a time where I really needed that boost.”
“At Banana Republic, we understand that a better tomorrow starts with the work we do today,” said Mike Janover, head of marketing for Banana Republic. “We Will Work For A Better Republic – alongside our partners Delivering Good and Rock the Vote – to advocate for one another, lift each other, and be the change.”
To amplify voices, Banana Republic is also partnering with non-partisan, non-profit Rock the Vote to promote voter registration during this election year. Rock the Vote will provide email and text election reminders to those who register to vote and voter education and mobilization tools to those preparing to vote, including absentee ballot requests and polling place lookup.
To vocalize these efforts further during the COVID-19 landscape, Banana Republic will be releasing a new series of reusable, non-medical grade cloth face masks with “Vote For A Better Republic” and “Vote” messaging in benefit to Rock the Vote. The masks will be available on BananaRepublic.com beginning September 10th, with $5 for every face mask sold donated to Rock the Vote up to $25,000.
Beyond this important work at hand, the “Will Work For A Better Republic” campaign captures how traditional 9-to-5 work has evolved as people are working very differently, both virtually and in person. Concepted remotely and shot in home environments across the country, the campaign reflects a range of individuals, couples, and families redefining their new realities. Banana Republic style takes on new meaning while juggling the work-life balance from home. From the comfort of cozy sweaters and soft joggers to functionally fashionable items with utility details, Banana Republic style becomes more versatile than ever as people are flexing in many more ways than one.