The news: Banana Republic recently made its first foray into original programming with “The Agency,” a five-part office comedy set at a travel agency.

The series, along with behind-the-scenes content, is available across Banana Republic’s channels.

The strategy: Banana Republic is using entertainment to capture consumers’ attention while showcasing its apparel.

The retailer is betting that viewers will tune in for the story, which stars “Adults” actor Jack Innanen as four different employees of a traditional travel agency whose routines are upended when a corporate executive, played by “Big Mistakes" star Taylor Ortega, arrives to modernize the business.

The series doubles as a showcase for Banana Republic’s designs, with each character’s wardrobe reflecting their personality. One wears a leather bomber jacket and trousers, another sports linen with a navy cashmere sweater draped casually over his shoulder, while a third wears a tailored suit paired with a black henley.

The series is part of a broader push by parent Gap Inc. to build an entertainment business. Earlier this year, the company hired former Paramount executive Pam Kaufman as chief entertainment officer and fellow Paramount alum Lourdes Arocho as head of licensing as it seeks to make entertainment a core part of how its brands engage consumers.

Implications for retail marketers: Banana Republic joins a growing list of brands—including Chipotle, e.l.f. Cosmetics, and Wendy's—moving beyond traditional advertising to create entertainment themselves.

Rather than paying to interrupt consumers or place products in a show or movie, brands can produce content people actively seek out, watch, and share. That can help them build awareness and stay top of mind.

The challenge is making the entertainment compelling enough to attract an audience while ensuring consumers connect it back to the brand. Banana Republic's approach attempts to accomplish both by drawing on recognizable talent and making its clothing an integral part of the storytelling, rather than relying on obvious product placement.