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Lorna Jane’s new store design, dubbed ‘Shop the Look’, focuses on displaying product in styled outfits and stories, the way they’re shown on their website and social media. Lorna Jane founder Lorna Jane Clarkson said that the business is adapting to consumer demands. “Lorna Jane was built on retail, but technology is changing consumer habits. We must listen to what our customer is telling us, evolve, and invest in innovating our retail offering and in new forms of engagement, otherwise why would she choose to shop in store?” she said. The new store also works to educate Lorna Jane consumers of its sustainability initiatives, including the incorporation of recycled fabrics and a ban on single-use plastic bags.

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