I recently had the opportunity to preview LOFT’s Fall 2010 collection and check out the launch of LOFT Style Studio–a collaboration with four leading fashion stylists: Alia Ahmed-Yahia, Kate Young, Tina Chai, and Joanne Blade at the Bowery Hotel here in NYC. Celebs Maggie Gyllenhaal, Alexa Chung (DJ for the night), Mena Suvari, & Alex Bledel, made appearances while Ra Ra Riot performed later in the night. I was pretty impressed by both the turn out and the clothing. It was very clear to me that the LOFT is heading in the right direction.
Check out some images from the preview party below:
In the interest of full disclosure, I should mention that I have purchased a total of four things at LOFT in my entire life and three purchases have been within the last month! This may strike you as odd considering they had a location that is directly across the street from my employer for as long as I’ve been working here (5+ years). The fourth purchase a few years ago was a cardigan I bought simply because I was cold at the office. Prior to that, I just wasn’t a fan. I think this experience is pretty common among young fashion types.
So what changed, you ask? The LOFT has spent a considerable amount of effort revamping their entire line to appease the fashionista crowd and distance itself from its mother brand, (emphasis on mother) Ann Taylor. It seems that they are following in the foot-steps of J.Crew, a brand that was once slightly more fashionable than fellow catalog brand L.L. Bean, and is now appearing in editorial pages, on celebs, and even the First Lady. Given that I adore pretty much everything J.Crew is doing right now, it isn’t a stretch for me to like a brand that is trying to mirror that aesthetic.
The LOFT has some great pieces in its spring line as well in its upcoming fall collection many of which are slightly more affordable than J.Crew, and if styled properly no one will ever suspect it came from a derivative of Ann Taylor. At worst, someone will mistake it for J.Crew.
Check out my favorite pieces from the LOFT spring line currently in stores now below: