Lord & Taylor signs on as exclusive retail sponsor of 'Project Runway'
NEW YORK -- Lord & Taylor has entered into an exclusive partnership with Lifetime’s "Project Runway" for the television shows’ tenth anniversary season.
The partnership includes an exclusive retail sponsorship for the season and a comprehensive integrated marketing program.
“We are very excited to partner with 'Project Runway' for its tenth season,” said Bonnie Brooks, president of Hudson’s Bay Company, the parent of Lord & Taylor. “The mission of the show is very much in alignment with Lord & Taylor’s legacy of launching the careers of major American designers.”
As part of the retailer’s sponsorship, the show will feature a custom-built “accessory wall” with an edited assortment of Lord & Taylor’s shoes, handbags and accessories, which contestants will use to complete their looks during each challenge.
In addition, the retailer will host a challenge at its Fifth Avenue flagship, with the show airing on Aug. 30. As part of the grand prize, the retailer will offer the winner of "Project Runway" the opportunity to sell their collection at the store.