Is the future fashiontainment? Gap and SheerLuxe are soaring because they realised consumers want access not ads

By Emilie McMeekan - 22 Jan 2026
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Posted by Emilie McMeekan in Analysis

6 months ago

Two major moves in the fashion industry since the start of 2026 are a significant development in a trend that CORQ has been tracking: “Fashiontainment” as an essential source of community and audience. Companies that are adopting an entertainment-first policy are thriving. Gap’s resurgence strategy The first example is Gap Inc. The beloved clothing brand…

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