Ann Taylor is shifting the narrative on what it means to be a working woman with the launch of its fall campaign, “This Is Ann.” The campaign marks the heritage brand’s first major, 360-degree marketing campaign in years. Breaking away from idealized, one-dimensional depictions of corporate life, the rollout is inspired by the brand’s actual customers: multidimensional, modern working women who navigate career, personal passions, social lives and family every day. “This Is Ann” celebrates women who move seamlessly from the office to the occasions to their off-duty days. Confident, ambitious and multifaceted, she isn’t defined by a single role—and neither is her wardrobe.
“This is an exciting moment for Ann Taylor and the launch of our ‘This Is Ann’ campaign. As a fully integrated, 360-degree marketing campaign, it brings the brand to life across digital, social and out-of-home and through an experiential New York Fashion Week (NYFW) pop-up, creating multiple ways for women to experience and engage with Ann Taylor. The campaign reflects how women are dressing and living today—from work and weekends to all the moments in between. ‘This Is Ann’ celebrates the many dimensions of the modern woman and her individual style while reinforcing the role Ann Taylor continues to play in how she dresses for every part of her life,” said chief marketing officer Bill Miller.
Ann Taylor’s fall campaign was shot in New York City, the home of its design office and headquarters, on the Upper West Side and in Central Park by photographer and director Dan Martensen and videographer Garrett Hardy Davis. “This Is Ann” reintroduces Ann Taylor to the world, meant to reignite the brand’s customers and engage new audiences with fashion-forward wardrobing that works for every scenario and sensibility. Embodying Ann Taylor’s “love what you wear tagline, this campaign and the fall collection shift outdated perceptions with fresh outfitting that’s aspirational and relevant to her life, while connecting with real working women in a way that lets them feel seen.
“‘This Is Ann’ marks a new chapter for Ann Taylor, celebrating the woman at the center of our brand—confident, stylish and moving seamlessly through every part of her busy life,” said Heather Gruccio, executive vice president and chief merchandising officer. “The campaign and our fall collection [are] a reflection of what the brand is today, a brand for the modern woman and her multidimensional life. We designed fall for the way she’s dressing now, from modern suiting that works well beyond the office to fashion-forward pieces she can make her own. The campaign reflects that same versatility and energy and brings a modern point of view that feels distinctly Ann Taylor.”
Ann Taylor’s fall collection curates an aesthetic that blends striking silhouettes with unexpected prints, bold colors, luxe textures and one-of-a-kind layers that feel dimensional and polished. Classic suiting is reimagined through a fresh lens, and wear-to-work fashion is taken into new territory: sharp blazers meet soft skirting, silk scarves add interest to every outfit and tailored separates fit better than ever. Fall at Ann Taylor reflects the many facets of the woman the brand dresses—effortlessly polished, undeniably chic, refined, unique, confident, classic, a touch romantic, dimensional, daring.
To bring the campaign to life, Ann Taylor will debut an immersive SoHo activation to kick off NYFW, transforming the streets of New York into an interactive expression of the brand’s evolution. The experience will feature bold campaign imagery, custom branding, a quintessential New York street cart and an editorial-inspired newsstand stocked with exclusive “This Is Ann” campaign materials, including fall magalogs, campaign-wrapped Daily Front Row issues, giveaways and collectible postcards.
Looking ahead, Ann Taylor continues to expand its community-focused initiatives and digital footprint. The brand recently launched “The Desk” on Substack as a modern digital hub for career and style insights, while extending its successful online styling series, “Style 101,” to provide versatile wardrobe-building tips with top fashion stylists across its digital channels. Building on this momentum, Ann Taylor is also preparing to launch an exclusive brand ambassador program in early 2027 to amplify authentic voices of the women who love and wear the brand.
