Saturday, April 03, 2010


"We've continued with the classics of Ann Taylor, but have updated it to make it more modern and elegant" - Kristin Rawson, Ann Taylor Style Director

Ann Taylor hosted a preview event for its Fall 2010 collection at Manhattan's Ace Hotel on Thursday, March 25th. The retailer, known to be a purveyor of sensible work wear, is revamping its image by incorporating trendy separates and accessories into its repertoire. Designer Lisa Axelson, formerly Senior Vice President of Design for Club Monaco, was brought on recently to "rejuvenate the Ann Taylor brand and strengthen its fashion positioning"; new ads featuring Heidi Klum and Milla Jovovich encourages the target audience to see the brand new Ann.

Ann Taylor's new mission: "stylizing current customers and looking to attract new customers".

The preview event featured Ann Taylor models who interacted with the many publicists, buyers, and editors in attendance. Celebrities such as Rachel Bilson of the OC and Christina Hendricks of Mad Men were in attendance and singer-songwriter V.V. Brown performed for the crowd.

See additional pictures of Ann Taylor's Fall 2010 event by clicking "Read more" below!

Photos from The Budget Babe and WWD.

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