Ann Taylor puts in order for Columbia student models

For most of its 55-odd years as a retail chain, Ann Taylor has been synonymous with working mom. But this week, the brand will descend on Columbia as part of a new marketing campaign to target the female college and graduate student demographic.

The Center for Career Education, CU Women’s Business Society, and Ann Taylor corporate representatives will team up to host “Ann Taylor Presents Interviewing 101” at the Broadway Sky Lounge (2900 Broadway and 114th Street) on Thursday, Feb. 10, from 6 p.m. to 8 p.m. In addition to offering advice on interviewing and putting together resumes for jobs in the fashion and marketing industries, Ann Taylor representatives will select five Columbia women to model in an online lookbook. Those chosen will participate in a styling and makeup session at the chain’s Madison Avenue store followed by an on-campus photo shoot. Models get to keep their outfits, which will emphasize career dressing for the fine and creative arts.

Ann Taylor campus ambassadors Lauren Zanedis and Erica Clauss, both CC ’11, cited Columbia’s urban location and career-driven student body as reasons for the selection of the University as one of 10 campuses nationwide for model search and lookbook events.

“Historically, Ann Taylor has been geared toward a corporate woman who is already established, an older woman,” Clauss said. “Now they’re looking to jump-start an entire marketing campaign to capitalize on that transition from college to career.”

Along with those of schools like Penn and Georgetown, Columbia’s lookbook will focus not only on industry-specific career clothing choices but also on the transitional wardrobe out of college.

With a new consumer audience comes a refreshed color palate and style that infuses workwear with fashion sensibility. Pantsuits and boxy shapes will be replaced with styles less corporate than those that have traditionally defined the brand.

“It’s hard being a woman shopping for a suit,” Zanedis said. But, professionalism doesn’t have to mean basic and boring. Chic shift dresses, mixed separates, bold prints, and statement jewelry make an interview outfit more expressive and allow students to exude confidence without sacrificing office-appropriateness.

The brand hopes that its price point is also compatible with a college-to-career wardrobe. A classic black wrap dress, easily dressed up with jewelry, goes for $128—not cheap, but not designer expensive. Pencil skirts start at $78 and can be paired with $68 printed silk tops. Store locations offer a 20 percent student discount with ID.

The Feb. 10 event will focus on networking and teaching students how to build a stylish professional wardrobe for career success. Models, chosen from the pool of applicants immediately after the event, will be photographed at familiar campus spots, “probably the Rotunda of Low and Wallach Art Gallery,” Zanedis said. The locations and styling will reflect the company’s revamped aesthetic. As Ann Taylor goes Ivy League, the brand asks Columbians to be its model students.