FASHION WEEK TAKEOVER: Gap Inc. is planning a New York Fashion Week “takeover” through Encore, the company’s membership program for its Old Navy, Gap, Banana Republic and Athleta brands.

From Sept. 9 to 14, Encore will give members new ways to experience fashion, culture and entertainment through runway shows, designer experiences, live music and events in New York City.

The activation builds on Encore’s launch last February, remaking its old loyalty program. Aside from points and savings, Encore offers members early access to new Gap Inc. styles, limited runs, and product collaborations with designers, artists, musicians and celebrities.

Through the Encore activation, members and fashion lovers get a way into shows and meeting designers during fashion week, including experiences rarely open to the public.

Beginning Monday, a dedicated New York Fashion Week microsite is where Encore members can learn about the lineup of events, including fashion shows by Alice + Olivia, Grace Ling, Kim Shui, KidSuper and Sandy Liang; an atelier tour with Anna Sui; a Norma Kamali installation; a daytime dance party with Va$htie, and tickets to one of the city’s hottest concert residencies. The microsite also serves as the entry to the Encore Market, where members can redeem points.

Encore will offer special opportunities for members at Gap and Banana Republic “moments” during fashion week. Additional experiences and details will be revealed by each brand.

The takeover culminates Sept. 14 with “Encore After Hours,” an intimate member event at the famed Cherry Lane Theatre hosted by Gap Inc. executive vice president and creative director Zac Posen in partnership with Rolling Stone, featuring special guests, conversation, and a performance by singer-songwriter Gigi Perez.

“Encore gives members more value beyond traditional rewards, with access to coveted cultural moments, exclusive drops and experiences they can’t get anywhere else,” Kevin Meiners, head of loyalty and payments at Gap Inc., said in a statement. “For so many fashion lovers, fashion week is something they experience from afar. Encore gives our members a chance to be part of it. 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. Officials said New York Fashion Week is the latest example of how Encore is advancing Gap Inc.’s “fashiontainment” platform. The Encore credit card unlocks the program’s “All-Access” tier, giving card members priority access to select experiences and enhanced benefits. Encore Mastercard card members earn five times the points at Gap Inc. brands and three times the points on eligible apparel purchases elsewhere.