When most people think of the Ann Taylor brand, conservative work attire springs to mind. But thanks to the recent arrival of president of stores Christine Beauchamp, head of stores Mary Kay O’Connor-Wente and senior vice president of design Lisa Axelson, the 50-year-old label is getting a makeover.
The first Ann Taylor store opened in 1954 in New Haven, Connecticut, and for the next 15 years it was the place to shop for young women. “The brand had a young, fresh voice and catered to modern women,” says Axelson. But unfortunately it failed to change with the times, a fact reflected in the look of the clothing and in slow sales. “We became a wear-to-work brand but didn’t evolve with how women wanted to work,” she admits.
That’s all about to change this month when the label debuts a completely revamped look. “We are redefi ning what women want with pieces that are modern, chic and feminine,” explains Axelson. Expect to find versatile wardrobe staples that range from little black dresses to long boyfriend jackets. Axelson’s favorite items include a double-faced wool jacket and a gray leopard sheath dress.
Despite the challenge of changing people’s perception of the brand, Axelson remains optimistic. “Ann Taylor has an amazing legacy, and I am excited to rejuvenate it,” she says. “Now is our opportunity to learn from the customer—what we did great yesterday has to be even better tomorrow.”
NEW YORK FAVORITES
Boutique: Ludivine in the West Village (“It’s great for pretty, girlie French labels.”)
Dress Shop: Madame Matovu on 10th Street
Museum: The Whitney
Neighborhood: “In the spring and summer, it has to be Central Park! In the fall, it’s the West Village.”
RIGHT: A look from Ann Taylor's fall collection
