Banana Republic’s “The Agency” draws 10.1M TikTok views

By James Calloway

Episode one of Banana Republic’s five-part short-form series “The Agency” had 10.1 million views at press time, while episode two had surpassed 4.5 million, according to the brand’s release details.

“The Agency” debuted Oct. 14 on TikTok and marks Banana Republic’s first channel-first original programming. The TikTok-first series follows executives trying to modernize Travel & Tours, a fictitious New York City travel agency, according to the release.

What happens at Travel & Tours?

Travel & Tours is a struggling agency with dated technology and an eccentric staff, the release said. Actor Jack Innanen personifies the team, with each character’s wardrobe showcasing Banana Republic styles, fabrics and collections.

Taylor Ortega plays Dana, a corporate consultant sent from corporate to help modernize operations, the release said. It describes Dana as a brand consultant.

Who appears in the first episode?

The first episode, “The Fax,” introduces viewers to the Travel & Tours team, according to the release:

• Howard, an insecure senior manager.
• Barry, an overly confident cruise expert.
• Roland, a so-called “Francophile” who has not left the U.S. since 1998.
• Dean, an overly cautious leader of the adventure desk.

Actor Milo Tucker-Meyer portrays Eli, an intern and Howard’s son. Innanen plays Howard, Barry, Roland and Dean.

Each character’s personality comes through a wardrobe that showcases Banana Republic’s styles, fabrics and collections, the release said.

Banana Republic Productions produced the series. It spans the brand’s owned channels and includes weekly episodes and behind-the-scenes content, according to the release.

What is the campaign trying to achieve?

The effort is meant to nod to Banana Republic’s heritage in a way that appeals to younger generations, Chief Marketing Officer Meena Anvary said in a statement.

“Storytelling has been part of Banana Republic’s DNA since it was founded by a journalist and an illustrator in 1978,” Anvary said. “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.”

Dive described Banana Republic as joining CeraVe, Marc Jacobs and E.l.f. Cosmetics in creating original content to cut through crowded social feeds and connect with younger audiences.

How does this fit Gap Inc.’s strategy?

Earlier this year, Gap Inc. began ramping up its Fashiontainment platform, according to the launch coverage. The company appointed 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. Launch coverage identified that agreement as the Fashiontainment platform’s first deal.

The Banana Republic effort arrives as parent Gap Inc. continues to emphasize entertainment marketing, according to the release.

How are sales tracking?

Gap Inc.’s latest earnings report showed these comparable-sales changes in Q2 2026:

• Banana Republic: Up 3%.
• Gap brand: Up 10%.
• Athleta: Down 12%.
• Old Navy: Down 4% versus the year-ago period.

Banana Republic’s 3% gain sat seven percentage points below the Gap brand’s 10% increase. Old Navy also recently announced a new CEO, according to the launch coverage.

With episode two already above 4.5 million views, Banana Republic’s next test is whether weekly programming can sustain attention across its owned channels, the distribution plan set out in the release.