Fashion Week goes mainstream

NEW York Fashion Week, known for avant-guard styles such as feathered crop tops and safari-inspired evening gowns, is attracting a more button-down crowd.

Banana Republic, J Crew Group Inc and other mainstream brands are increasing their presence at fashion week this year, shifting the tone of an event known for experimental clothing that few ordinary consumers could afford to buy - or even want to. Banana Republic, owned by Gap Inc, will hold a presentation of its fall-winter line on Saturday, marking its first-ever appearance at the show. J Crew, meanwhile, is touting its latest designs Tuesday.

Both brands are coming to fashion week with something to prove. Banana Republic looks to build on a return to growth: It posted a 2 per cent gain in same-store sales last month, compared with a 10 per cent drop in the year-earlier period. J Crew is working on an overseas …