Ann Taylor’s 50th ANNiversary

Retailer celebrates milestone with new campaign
Posted August 5, 2004

In celebration of what it’s calling its 50th ANNiversary, Ann Taylor Inc. (New York) will unveil a new multi-media campaign entitled: “I AM ANN TAYLOR ... CELEBRATE 50 WOMEN. 50 YEARS.”

The campaign, in print and in-store, features icons of the modeling industry as well as emerging names from every generation and background, to illustrate the evolution of the brand. It was shot by photographer ANNie Leibovitz.

Fashion names include Linda Evangelista, Cheryl Tiegs, sisters Audrey and Angela Lindvall, Patti Hansen (alongside her daughters Alexandra and Theodora Richards), Shalom Harlow, Karen Elson, Dayle Haddon, Dalia, Heather Marks, Yasmin Le Bon, sisters Missy and Frankie Rayder, Hunter Reno, Karen Alexander (alongside her daughters Ella and Zora), Ling and Ein, Mini Anden, Elaine Irwin Mellencamp, Beverly Johnson, Twiggy and others chosen to represent “The Ann Taylor Woman” in terms of style, substance and personality. The women will wear the brand’s sophisticated, ultra-feminine looks from the fall 2004 collection, which has a renewed focus on sportswear classics.

The campaign also introduces a redrawn logo that expresses both the heritage and the modernity of the brand.

The campaign rollout includes an extensive media buy for the September issues of W, Vanity Fair, Harper’s Bazaar, Elle, O The Oprah Magazine, InStyle and Vogue, with each magazine receiving different photographs from the campaign. Also in September, the campaign will run movement print spots for two consecutive weeks on the Times Square Astrovision screen in New York, as well as floor-to-ceiling imagery in Ann Taylor store windows nationwide, August through September. An online and in-store $50,000 wardrobe sweepstakes will also launch nationwide on September 2 to coincide with the brand’s anniversary.

“From its beginning in 1954, Ann Taylor has worked with some of the world’s most beautiful women,” said senior executive vp Jerome Jessup. “In 2004 we wanted to celebrate that idea -- not just the incredible beauty of these women, but their true selves as women at their best, which has been the DNA of the Ann Taylor brand from day one. To put it succinctly, we chose women we love that best represent the extensive appeal of the brand.”