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Banana Republic expands partnership with Olivia Palermo
Feb '17
Courtesy: Banana Republic
Courtesy: Banana Republic
Banana Republic will celebrate its Spring 2017 collection with Olivia Palermo pop-up shops at its select stores on February 9. Palermo has curated a distinctive pop-up experience in top Banana Republic doors. The apparel brand will also shift the timing of its New York Fashion Week (NYFW) presentations to be customer-facing when the collections are in-store.

The pop-ups will reflect Palermo's iconic style from both an interiors and fashion perspective, including personal touches that make the experience unique to her sensibility. An assortment of Banana Republic and third-party product personally picked by Palermo will sit in the pop-up shops year-round.

Shifting the timing of the NYFW presentation is a natural evolution for the brand in service to customer demand for product as it is shown. The brand was among the first to offer See Now, Buy Now to customers a year ago.

Palermo and Banana Republic will reveal a Fall 2017 capsule collection designed by Palermo and the Banana Republic design team at September NYFW. Supporting the brand's goal to amplify awareness when collections hit stores, a private preview of the company's Fall 2017 collections will be hosted for long-lead press during February NYFW, and will be kept under-wraps until it is available for customer purchase in September.

"I am so honoured to evolve my partnership with Banana Republic with such a personal approach to both our pop-ups and capsule collection. We are a great team and it is truly been such a collaborative approach that reflects the synergy between my style and the brand,” said Palermo.

Banana Republic will host pop-up celebrations at three store locations – SoHo (New York), The Grove (Los Angeles) and Grant Street (San Francisco) to kick off NYFW on February 9. To top off the festivities, Banana Republic will also be offering #BRSTYLERIDE, luxury lifts between select Banana Republic stores within New York, San Francisco and Los Angeles. (KD)

Fibre2Fashion News Desk – India

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