Department store group Lord & Taylor is set to launch a $10m celebrity model-focused rebranding campaign to spotlight both its updated image and 181-year heritage. The campaign will debut in mid-August and run through the Holiday season.
Showcasing the results of a four-year repositioning, the campaign features a cast of celebrities that include models Carolyn Murphy, Lauren Hutton, Jacquetta Wheeler, Hanne Termote, Megan McNeirney and Erin Heatherton, as well as artist Ed Ruscha, socialites Lauren Davis and Lydia Hearst, plus the children of John McEnroe and Clint Eastwood.
"The stunning images depicted in this campaign will signify Lord & Taylor's relevance in the speciality department store arena," noted CEO Jane Elfers.
Created by ad-man David Lipman and shot in California by Mario Testino, the "striking ads project Lord & Taylor's innate style: unapologetically classic with a multigenerational attitude", said the retailer.
The images will appear in multi-page spreads in the September issues of Vogue and Vanity Fair and in ads featured in W, Harper's Bazaar, Elle, Town & Country, Cookie, In Style, Interview and GQ as well as in major national newspapers.
In addition, 25 billboards will be placed in Boston, Chicago, Connecticut, Detroit, Philadelphia, New York, railroad stations in upscale suburban areas and the Bryant Park Tents during New York Fashion Week.
As part of the re-branding, a $250m capital budget has been earmarked over the next five years by NRDC Equity Partners, which purchased Lord & Taylor from Federated for $1.1bn in 2006.