NEW YORK, April 6, 2016 /PRNewswire/ -- Everything's coming up roses at Lord & Taylor as the retailer reintroduces its iconic brand symbol, the rose. The new Lord & Taylor rose is the Free Spirit—a garden rose varietal with a multi-colored spectrum of pink, coral and orange. The Free Spirit signifies the retailer's adventurous spirit and modern approach to fashion. The rose will be brought to life in several ways throughout the year across all 50 stores, from merchandise to visuals, and more.
The rose has a long history at Lord & Taylor—it was first introduced by the store's president Dorothy Shaver in 1946. At the time it signified Lord & Taylor's refined taste, quality merchandise, and customer service. Today's president, Liz Rodbell, was determined to relaunch the rose in a more modern way and began brainstorming ideas in the fall of 2015.
"I am proud to reintroduce the rose to Lord & Taylor and its customers," said Liz Rodbell, president, Lord & Taylor and Hudson's Bay. "The rose today represents Lord & Taylor's adventurous spirit and contemporary approach to fashion. The multiple colors and beautiful blooms of the Free Spirit felt like just the right fit for our forward-thinking brand," she added.
Kicking off the rose re-launch is the new season of Birdcage, Lord & Taylor's contemporary pop-up shop. The rose-themed collection includes unique, giftable accessories and ready-to-wear including chic sunglasses from A-morir; Kate Spade handbags and dresses; fashionable athleisure with witty sayings from Private Party and Bow & Drape; rose gold jewelry from Bing Bang and nOir; and more. The Birdcage shop, which launched in New York City's contemporary fashion department in fall 2014 has moved to a prominent location on the store's main floor to showcase the rose collection.
Reaching beyond New York City, Birdcage has expanded to 10 additional stores this season, including Westchester (Scarsdale, NY), Palisades Center (West Nyack, NY), The Fashion Center (Paramus, NJ), Westfield (NJ), Garden State Plaza (Paramus, NJ), Quaker Bridge Mall (Lawrenceville, NJ), Willowbrook Mall (Wayne, NJ), King of Prussia Plaza (PA), Boca Raton (FL), and Westfield Trumbull (CT).
Roses and floral prints also play a prominent part in Lord & Taylor's spring merchandise. Many of the brand's long-standing partners embraced this special initiative and feature roses in their spring collections. Some, including Vince Camuto, Karl Lagerfeld Paris, Miss Selfridge, Calvin Klein, T Tahari, and Franco Sarto, worked closely with the Lord & Taylor fashion office to create exclusive pieces that celebrate the rose.
"Roses were everywhere on the runways of the Spring 2016 collections at New York Fashion Week—every girl is going to want brightly-colored florals in her wardrobe this season," said Stephanie Solomon, vice president and fashion director, Lord & Taylor. She added, "With the help of our merchants, we've been able to curate a beautiful rose story throughout our stores."
The New York City flagship is featuring roses prominently in its visuals. This month, rose-themed windows will be installed along Fifth Avenue; the temporary exterior awning that runs the length of the building will be transformed from wintery evergreens to a blanket of roses; and the store's main floor will be covered with bright rose decor. The Free Spirit will continue into the fall season and customers will see even more integration of the rose into Lord & Taylor stores and merchandise.
ABOUT LORD & TAYLOR
Founded in 1826, Lord & Taylor is the oldest department store in the United States and one of the country's premier retailers. It has built its reputation on offering high-quality fashion apparel and accessories, exciting store environments, and seamless service. Lord & Taylor operates 50 full-line locations primarily in the northeastern and mid-Atlantic U.S., and lordandtaylor.com. It is part of the Hudson's Bay Company brand portfolio.
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SOURCE Lord & Taylor