Project Runway‘s getting a new retail partnership for its 10th season; but in a way, they’re going back to the beginning. After six seasons of e-tail partnerships with Bluefly and then Piperlime, they’re going with Lord & Taylor. As you may recall, the show’s original retail sponsor when
we still watched it it was on Bravo, was another department store–Macy’s. Clearly, the show is eager to go back to the old formula, and having a department store sponsor–as opposed to an e-commerce one–could be a part of that.
A retail sponsorship with Project Runway means a few things, but mainly that, throughout the season, contestants (who don’t have meltdowns and leave) will choose pieces from the Lord & Taylor accessory wall to complete their looks and that the winner of the contest will have their collection sold by the retailer. Also, L&T will host a “fashion challenge” at their Fifth Avenue flagship which will air August 30.
And remember how Fashion’s Night Out is coming up? At Lord & Taylor this year, you’ll find Project Runway stars–past and present. The partnership will also be promoted through store windows and social media platforms. A release from Lord & Taylor describes this as a “comprehensive integrated marketing program.”
The exposure this partnership brings will probably be pretty beneficial to Lord & Taylor as well. Not that everyone hasn’t already heard of the nearly 200-year-old store, but Lord & Taylor don’t get nearly as much buzz as a lot of their competitors, like, say, Macy’s, who now have a permanent spot on Fashion Star and a rotating roster of high-profile designer collaborations. Just a couple of days ago, Hudson Bay Co., the company that owns Lord & Taylor, announced plans to revitalize the department store, including renovations and brand partnerships. Could Lord & Taylor become the new Macy’s?