Gap is rolling out a boy band collaboration and docuseries. Gap launched its first “Fashiontainment” partnership with boy band Just Your Type (JYT) in a multiyear deal. The collaboration will include a co-produced documentary series, fan events at malls across the country, a fall capsule collection designed with the band, and of course, social content. Gap is betting on the band’s fast-growing popularity—they have 2M followers across their social accounts and pulled in more than 450M views in the last few months alone—as part of their bigger entertainment strategy, or Fashiontainment as they’re calling it. Pam Kaufman, Chief Entertainment Officer for Gap, said the collab “draws on the full breadth of Gap—from creative storytelling and fashion to our store and experiences—to give audiences multiple ways into the brand’s world.” (Marketing Dive)
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