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Ann Taylor Relaunches with Substack and Fall Campaign

Ann Taylor, owned by KnitWell Group, has launched "This Is Ann," its first major integrated marketing campaign since 2017. The fall campaign, shot in New York City, follows a season of community-building efforts that include a Substack newsletter called The Desk and an expanded Style 101 video series. As part of the push, Ann Taylor will host a New York Fashion Week pop-up on Sept. 8 in SoHo with campaign imagery, a street cart and magalogs, and plans to roll out a brand ambassador program in early 2027 focused on social media. The campaign was developed in-house and aims to reposition the heritage retailer for modern, career-minded women after a period of sales decline and prior bankruptcy under Ascena Retail Group.