Lord & Taylor is debuting a $10 million re-branding campaign this fall intended to modernize its image, yet celebrate its 181-year-old heritage. It kicks off mid-August and runs through the holiday
season. The point is to showcase the four-year repositioning efforts by Jane Elfers, the company's CEO. The David Lipman agency created the campaign, shot by photographer Mario Testino. The ads
feature top models and celebrities such as Carolyn Murphy and Lauren Hutton, artist Ed Ruscha, socialites Lauren Davis and Lydia Hearst, plus the children of such American personalities as John
McEnroe and Clint Eastwood. The images will appear in multi-page spreads in the September issues of
Vogue, Vanity Fair and
GQ, among other pubs.