Gap Inc.’s membership program takes over New York Fashion Week

Gap Inc.’s Encore membership program will offer six days of fashion, culture and entertainment experiences in New York during Fashion Week, the brand announced on Monday.

From September 9 to 14, Encore members will be able to access runway shows, designer experiences, live music and exclusive events across New York City. The cross-brand membership program spans Gap Inc.’s Old Navy, Gap, Banana Republic and Athleta brands. The activation builds on Encore’s launch in February and extends the program beyond traditional retail rewards. Members can explore the lineup through a dedicated New York Fashion Week microsite, which will feature event details, new offerings and access to the Encore Market.

The schedule will include access to fashion shows from Alice + Olivia, Grace Ling, Kim Shui, KidSuper and Sandy Liang. Members will also be able to take part in a behind-the-scenes atelier tour with Anna Sui, visit a Norma Kamali installation and attend a daytime dance party with VA$HTIE. Encore will also offer tickets to a New York concert residency, while additional experiences will be announced by Gap and Banana Republic around their respective Fashion Week events. The program will culminate on September 14 with Encore After Hours, a member event at the Cherry Lane Theatre hosted by Gap Inc. executive vice president and creative director Zac Posen.

“Encore gives members more value beyond traditional rewards, with access to coveted cultural moments, exclusive drops and experiences they can’t get anywhere else,” said Kevin Meiners, head of loyalty and payments at Gap Inc. “For so many fashion lovers, Fashion Week is something they experience from afar. Encore gives our members a chance to be part of it. And as we build new partnerships, we’ll continue unlocking even more unique experiences for our members. We’re just getting started.”

Encore has nearly 40 million active members across Gap Inc.’s brands, making it one of the largest membership programs in U.S. apparel retail. Alongside traditional rewards and savings, the program offers early product access, exclusive drops, curated content and experiences. Members can use their points on purchases or redeem them for selected experiences through the Encore Market on the Old Navy, Gap, Banana Republic and Athleta apps and websites.