Lord & Taylor Kicks Off a $10 Million Re-Branding Campaign Starting Mid-August. FASHIONTRIBES FASHION BLOG

  ...even the iconic shopping bags are getting a makeover

This fall, Lord & Taylor will be dusting off its 181-year-old heritage with a sexy new ad campaign. Created by ad guru David Lipman and shot in Cali by A-list photographer Mario Testino, the ads will appear on billboards, in national newspapers, and in the September issues Vogue, Vanity Fair, W, Harper's Bazaar, Elle, Town & Country, Cookie, In Style, Interview and GQ. Showcasing a four-year repositioning effort, the campaign will feature a cast of celebs including models Carolyn Murphy, Lauren Hutton, Jacquetta Wheeler, Hanne Termote, Megan McNeirney and Erin Heatheron, artist Ed Ruscha, socialites Lauren Davis and Lydia Hearst, plus the children of such American personalities as John MacEnroe and Clint Eastwood. 

"The stunning images depicted in this campaign will signify Lord & Taylor's relevance in the specialty department store arena," notes Jane Elfers, who spearheaded the repositioning effort as Lord & Taylor's President and CEO in 2003 by upgrading merchandise assortments, in-store services & amenities, brand packaging, and the media mix.

The store's signature shopping bags have also been transformed to include a "sunrise" colored lining which is meant to suggest both the East coast base of the store & a new day in a new era.

- Lesley Scott

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