Dive Brief:
- Banana Republic is stepping into original programming with the launch of a five-part short-form video series starring actor Jack Innanen, according to a press release.
- “The Agency” debuted Oct. 14 on TikTok and follows a team of executives as they attempt to modernize the fictitious travel agency Travel & Tours. The debut episode introduces viewers to the staff, all of whom are personified by Innanen.
- The series also sees actor Taylor Ortega as a corporate consultant and actor Milo Tucker-Meyer as an intern. The effort spotlights various Banana Republic styles and arrives as parent Gap Inc. continues to emphasize entertainment marketing.
Dive Insight:
Banana Republic’s latest move sees it join a growing number of brands, like CeraVe, Marc Jacobs and E.l.f. Cosmetics, that are creating original content as a way to cut through a saturated social media landscape and connect with younger audiences. The series also arrives as Gap Inc. focuses on entertainment marketing through a new Fashiontainment platform.
“The Agency” represents Banana Republic’s first venture into channel-first original programming, per release details. The TikTok-first series is set at the fictitious Travel & Tours, a struggling New York City travel agency packed to the brim with dated technology and an eccentric staff, all of whom are played by Innanen. To the rescue is brand consultant Dana, played by Ortega, who shares she has been sent from corporate to help modernize operations.
Episode one of the series, “The Fax,” introduces viewers to the Travel & Tours team, including an insecure senior manager named Howard, an overly confident cruise expert named Barry, a so-called “Francophile” named Roland — who hasn’t left the U.S. since 1998 — and an overly cautious leader of the adventure desk, Dean. Tucker-Meyer portrays Eli, an intern and son of Howard.
Each character’s personality is brought to life via a wardrobe that showcases Banana Republic’s various styles, fabrics and collections. The series, made by Banana Republic Productions, spans the brand’s owned channels and includes weekly episodes and behind-the-scenes content. The first episode has racked up 10 million views at press time, while episode two, shared earlier this week, has surpassed 3 million views.
The effort is meant to nod to Banana Republic’s heritage in a way that is appealing to younger generations, explained CMO Meena Anvary.
“Storytelling has been part of Banana Republic’s DNA since it was founded by a journalist and an illustrator in 1978,” said Anvary in a statement. “With ‘The Agency,’ we’re bringing that to life in an entirely new way, blending fashion and entertainment with a nostalgic sense of wit and irreverence.”
Parent Gap Inc. earlier this year began ramping up a Fashiontainment platform through moves including the appointment of former Paramount executive Pam Kaufman as its first chief entertainment officer. In September, the namesake Gap brand announced a tie-up with boy band Just Your Type, representing the first deal out of the Fashiontainment platform.
Banana Republic saw comparable sales up 3% in Q2 2026, according to Gap Inc.'s latest earnings report. During the same period, the Gap brand saw comparable sales up 10% while sister brand Athleta reported a 12% decline. Old Navy, which recently announced a new CEO, saw comparable sales down 4% versus the year-ago period.
