Banana Republic has been hanging in for decades, seeking to reconnect with consumers through a succession of repositionings, from the original safari style to serious careerwear to business casual, and as of late, some modern utility.

The path has been bumpy, marked by store fleet downsizings, management changes, logo changes, category introductions of mixed success, and an inability to attract the next generation of shoppers. Two years ago, Banana Republic introduced a home assortment. A year later, the furniture was discontinued while soft home items, like towels, throws and pillows, continue to be sold. Two categories — BR Baby and BR Athletics — were introduced three years ago and didn’t do much to move the needle.

But the most recent changes — and they’re ongoing — seem more consequential considering Gap Inc. chief executive officer Richard Dickson has been on the case since the abrupt departure of Sandra Stangl in May 2024, Banana’s last president and CEO.

“We’ve gone back to the roots of the brand and what made it great to begin with — the Safari look but we’re reestablishing the brand to convey a modern explorer and travel story. It’s really starting to resonate,” Dickson told WWD. “There is still work to do but we are continuing to strengthen the foundation with each passing quarter.”

The White Lotus x Banana Republic limited-edition capsule collection, inspired by the HBO series “The White Lotus,” helped spotlight the brand and convey its new approach.

Dickson also said the search for a new Banana Republic president and CEO continues and that he has been meeting with “some extraordinary talent.” There seems to be no rush given it’s been over a year since there was someone in that role. Dickson, however, did acknowledge that he’s been devoting a greater portion of his time to being more hands-on at Banana Republic.

The game plan revolves around evoking what put Banana Republic on the map in the first place — a sense of adventure and exploration but through revised merchandising and marketing. There are early signs that recent efforts are bearing fruit, with Banana’s comp sales flat last quarter, and total sales down 3 percent. “The flat comp in the quarter is actually great progress,” Dickson said. “We’ve leaned into classics, fits are resonating, men’s is performing really well, and there is an improved performance in women’s.” For all of 2024, Banana Republic reported comp sales were up a point, and total sales were flat.

Recently, WWD met with Meena Anvary, Banana’s head of marketing, at the Banana Republic flagship in SoHo, where she explained how the collection is evolving, how the brand positioning is being clarified, and how the “storytelling” has become richer.

She said Banana is going “back to its roots but in a modern way,” utilizing higher-quality fabrics from Italy, exhibiting more texture such as jacquards and softer color palettes, and overall designing so the fashions convey “a modern utility where practicality meets style.”

“We’re seeing a natural evolution in both women’s and men’s offerings that reflects a modern sense of ease and timelessness,” Anvary said. “For women, we’ve expanded our dress assortment to include airy silhouettes, coastal color palettes and a versatility that’s great for any occasion this summer.

“For menswear, it’s about modern utility with garments that are both purposeful and elevated. The pieces are crafted from premium fabric mills in Italy and tailored for comfort, style and versatility.”

Modern utility, she explained, is about “marrying function with form in a way that feels intentional and elevated. This is seen through subtle design cues, such as clean lines, convertible pieces, unexpected pockets, and epaulettes, which are a nod to our heritage in exploration, but through a contemporary lens. Epaulettes, specifically, are an homage to our past but reinterpreted in refined, luxurious fabrics. It’s that balance of polish and practicality that defines our brand.” She was referring to Banana Republic’s safari look which was most prominent in the 1980s.

What also stood out at the flagship was an ample presentation of third-party brands, about 10 in all, including hats from Australia’s Lack of Color; Castañer footwear, which is known for its craftsmanship and espadrilles; Hunza G swimwear, and cool eyewear from Le Specs, thereby taking a lifestyle merchandising approach. Also on display were candles, books and body washes. “We highlight tastemakers in our campaigns and in-store activations, whether it be an artist, a chef or someone in entertainment to bring the world of Banana Republic to life in a multidimensional way,” Anvary said. For example, she said Banana Republic has been partnering with Jonah Reifer on events at the SoHo store and has featured Tyler Florence in Banana Republic’s “Art of Living” series on social.

“Our summer collection inspires a sense of ease and timelessness and takes people on our travels. We were inspired by Sicily and Majorca and went on a journey through charming towns, romantic coastlines,” Anvary said. The summer campaign, she added, has “a local perspective highlighting a sense of curiosity and discovery our customer loves.

“We also tie into the quality and craft inherent to Italian culture and our linen, which is milled in Italy. In Majorca, we were inspired by the slower pace of life and connecting to nature, the rocky coastlines and fishing boats. Majorca inspired our original shell print for the season, while shirtdresses, leather sandals, and plenty of linen round out the uniform for summer travel.”

She said Banana Republic is “creating stories beyond the clothes themselves, and it lives across every detail, from the way a print is illustrated to the settings we choose for our campaigns. We tell an immersive story, infusing our campaign with the character and charm of our travels to create connection and a true sense of place. This summer’s campaign is a perfect example. We shot in Majorca and Sicily, locations rich in character and culture. We engaged local Sicilians we met along the way and included them in our campaign, like Rosaria who has lived in an apartment above the town square in Cefalù for more than 40 years. She even shared her family’s limoncello recipe with us.”