Lord & Taylor Launches New Look and Online Experience

America’s first brick-and-mortar department store, Lord & Taylor, is showcasing a new look as an online-only retailer.

“Lord & Taylor is revolutionizing itself from the inside out to transform modern shopping into an effortless, elevated experience,” says Mark Stocker, President of Lord & Taylor and sister brand New York & Company, in a news release.

This week, Lord & Taylor introduced its “Fall Fete” campaign — its first major marketing push since its digital comeback under the Saadia Group in April 2021. New York-based fashion retailing group Saadia added Lord & Taylor to its portfolio of fashion brands, acquiring the historic clothier’s name for $12 million at bankruptcy auction in Oct 2020.

The digital campaign shot by bodies-in-motion specialist Max Papendieck is a visual tribute to the brand’s iconic legacy and its vision of a diverse future.

“We wanted to create a diverse, multi-generational fall campaign that spoke to everyone and the fall campaign shot by Max Papendieck does just that,” says Tim Bitici, Lord & Taylor’s new Creative Director.

The new launch also features a redesigned Lord & Taylor logo; a Helvetica font has replaced the logo’s cursive script.

“It was important for us to simplify our logo. We landed with a classic, yet modern Helvetica font, then juxtaposed it with a transparent ampersand to add that extra edge,” says Bitici.

Additionally, Lord & Taylor has expanded its international offerings, including: Mos Mosh + V Italia, Ichi, Atelier Reve, and Charles Tyrwhitt — all of which are exclusive in the U.S. to Lord & Taylor — as well as Quiz, Vero Moda and Gentil Bandit, with others arriving next spring.