Gap Inc. debuts ‘Fashiontainment’ strategy with boy band JYT
In the first collaboration under its “Fashiontainment” platform, Gap Inc. has entered into a multi-year entertainment partnership with Just Your Type (JYT), an American boy band developed by Grammy-nominated songwriter and producer Freddy Wexler.
In partnership with Wexler and his Records/Republic Records, the Gap brand will activate the platform, co-developing the collaboration with JYT across content, live experiences and fashion. ("Fashiontainment" is Gap Inc.’s strategy to leverage its brands to create content, licensing, partnerships and experiences across music, sports, Hollywood and other forms of entertainment with a goal of deepening relationships with consumers.)
Developed by Wexler, JYT has emerged as one of music's fastest-rising new acts, Gap said, generating more than 450 million views during the past 90 days and building an audience of more than 2 million followers across social platforms.
As part of the partnership, Gap will co-produce a multi-episode docuseries following the band behind the scenes, giving audiences an inside look at the band's journey, personalities, relationships and creative work. In October, JYT will embark on a national mall tour, combining live performances with immersive fan moments and in-store activations at select Gap locations.
The partnership also includes a Gap x JYT co-designed capsule merchandise collection that channels each member's distinct personal style into signature pieces fans can make their own. Gap will also dress JYT for select performances.
In addition, Gap and JYT will create content and activations across the platforms and places where audiences discover “music, fashion and emerging talent.”
Gap Inc’s "Fashiontainment" platform is led by former Paramount executive Pam Kaufman, who joined the company in January as chief entertainment officer, overseeing the company’s newly created entertainment division. The company plans to open a Los Angeles office this spring to anchor the division.
"Gap has always lived at the intersection of style, music and culture, and our 'Fashiontainment' platform builds on that legacy by putting our brands at the center of the stories and cultural moments people care about," said Kaufman. "With JYT, we're drawing on the full breadth of Gap — from creative storytelling and fashion to our stores and experiences — to give audiences multiple ways into the band's world. JYT embodies the mix of music, dance, personality, fashion and fandom that makes this partnership so exciting — and so distinctly Gap.
