Gap has announced a six-day New York Fashion Week marketing activation through its rebranded loyalty program Encore, which will offer members a range of exclusive experiences.
Running from 9 to 14 September, the activation spans across fashion, cultural, and entertainment experiences, including runway shows, live music, and exclusive events across New York City.
This move builds on the restructured membership program’s February launch and is part of the company’s commitment to bring access beyond retail to NYFW.
Members are now able to search through the experiences on a dedicated New York Fashion Week microsite, which contains the latest offerings, event details, and entry to the Encore Market.
Kevin Meiners, head of loyalty and payments at Gap said: “Encore gives members more value beyond traditional rewards, with access to coveted cultural moments, exclusive drops, and experiences they can’t get anywhere else.
“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.”
The company is set to offer a variety of experiences across the city, including access to fashion shows from Alice + Olivia and Grace Ling, a behind-the-scenes tour with Anna Sui, and a Norma Kamali installation.
Encore is currently one of the largest loyalty programs in the US apparel retail sector, with nearly 40m active members across Gap’s brands.
This latest move is part of the company’s business strategy to propel its Fashiontainment platform for its customers.
The Fashion Week takeover comes after Gap recently unveiled its Fall 2026 campaign, which highlighted some of its classic and new denim styles.
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