The company has rebranded as Meta amid controversy over the social network that previously defined its corporate identity.

Banana Republic, J.Crew, Express and others are all promoting a new, more digital and fashion-forward identity in a bid to regain relevance. But a rebrand is no easy feat.

The retailer’s latest womenswear collection marks chief executive Libby Wadle and designer Olympia Gayot’s attempts to revitalise its brand.

The company is betting on e-commerce and a better product assortment to turn its fortunes around.