Randi Hernandez
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Loft Style Studio Fall 2010 Collection


Loft Style Studio Fall 2010 Collection

I stopped by The Loft Style Studio Fall 2010 launch event last week (Loft as in Ann Taylor Loft), and was overwhelmed by the beauty of the event. Although I never previously associated Ann Taylor Loft attire with glamour, the way the clothes were styled at this event really changed my mind.

Loft Style Studio Fall 2010 Collection

Loft worked with four stylists to launch their new line, including Tina Chai, Kate Young, Joanne Blades, and Alia Ahmed-Yahia. Each stylist crafted her own montage of “looks” which occupied a separate section in The Bowery Hotel. Surrounding each of these stations, there were bouquets of fresh flowers and flickering candles; these elements successfully added to the upscale and trendy feel of the new line. Accompanying the static displays of the clothes, there was also a video playing of the models sauntering down a runway wearing the looks. The purpose of bringing in the stylists to showcase the pieces was probably to highlight the fact that affordable items can sometimes look like designer duds. In other words, according to the press release; “It’s the perfect mix of what your best friends tell you and what style authority can show you.” The people of Loft PR also mentioned “It’s not style by committee, it’s style by community.”

Loft Style Studio Fall 2010 Collection

My favorite pieces (which seemed to be used most by the stylists, as well) included the striped boat neck corsage sweater ($59.50), the simple striped v-neck cardigan ($59.50), the textured open front cardigan, which was belted by a worn-in leather belt ($79.50), and the faux-fur trimmed vest ($89.50), which thankfully, they showed worn many different ways. The fur vest is a tough item to make work for different outfits, and the stylists provided lots of ideas as to how to make your fur (faux or real) work for you this Fall.

I couldn’t stay for DJ Alexa Chung or amazing band Ra Ra Riot – but I did catch a glimpse of the Creative Director for Lucky Magazine, Andrea Linett, chatting with other attendees. I have only been obsessed with her since her Sassy days, no big deal. I didn’t stop breathing for TOO long.


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