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Liz Claiborne is getting a new name! After 36 years, the fashion label announced today that it will change its name to Fifth & Pacific, effective this May. “While it’s difficult to replace an iconic name like Liz Claiborne, we believe that Fifth & Pacific Companies telegraphs who we are today—taking inspiration from New York and California, while describing our reach and our potential,” Liz Claiborne Inc. Chief Executive Officer William L. McComb said in a statement. The company sold the namesake brand to J.C. Penney recently, and now runs several global brands, including Kate Spade, Juicy Couture, and Lucky Brand. Goodbye, Liz!

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