In 2015, Lord & Taylor launched Design Lab, a clothing line aimed at women aged 18 to 35, with an advertising campaign built around a single dress rather than a conventional broad collection. The retailer paid for an article in Nylon and supplied the dress free of charge to fashion influencers, who then promoted it through Instagram posts. The campaign was highly effective—the featured dress sold out—but its polished, seemingly independent editorial and social-media endorsements did not clearly reveal the commercial relationship behind them. Consumers were therefore presented with promotional material in forms that could resemble spontaneous fashion coverage or personal recommendation.
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AI concept artworkArchive Record · 2010s
The Lord & Taylor Influencer Deception That Triggered an FTC Settlement
Lord & Taylor / 2010s
In 2015, Lord & Taylor launched Design Lab, a clothing line aimed at women aged 18 to 35, with an advertising campaign built around a single dress rather than a conventional broad collection. The retailer paid for an article in Nylon and supplied the dress free of charge to fashion influencers, who then promoted it through Instagram posts. The campaign was highly effective—the featured dress sold out—but its polished, seemingly independent editorial and social-media endorsements did not clearly reveal the commercial relationship behind them. Consumers were therefore presented with promotional material in forms that could resemble spontaneous fashion coverage or personal recommendation.
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