LORD & TAYLOR STAYS ON: Lord & Taylor is sponsoring “Project Runway” for the second straight season and further developing its marketing program around the partnership.
“‘Runway’s’ mission is very much in alignment with Lord & Taylor’s legacy of launching the careers of major American designers,” said Bonnie Brooks, president of Hudson’s Bay Co., the parent of Lord & Taylor. Lifetime’s “Project Runway” is in its 11th season. The show features an “accessory wall” built from Lord & Taylor shoes, handbags and accessories, which contestants use to complete their looks during each challenge. One of the challenges, to air March 21, will occur at Lord & Taylor’s Fifth Avenue flagship. The winner gets to sell his or her collection at the store. There’s also a contest in which customers can predict the season’s winner for a chance to win a $2,500 Lord & Taylor gift card to build their own accessory wall.
This story first appeared in the January 16, 2013 issue of WWD. Subscribe Today.