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Loft Fall 2010 Preview & Press Party

Loft recently held a launch party to introduce it’s Loft Style Studio to a very impressed audience at the Bowery Hotel. It’s amazing to think that Loft’s previews were always held in their showroom but the brand has grown so much because they really know their customer. Which is why we are now at the beautiful Bowery Hotel celebrating the brand. Loft which is aimed to a younger, trendier consumer, this customer that is most likely to go out right after work (like me) and sometimes going home to change is not always possible.

This collection featured two segments – Fall 1 and Fall 2 and was filled with muted colors, various shades of purples and browns, grays, tan and bold colors like red, magenta and gold. Loft collaborated with four stylists, Tina Chai, Kate Young, Joanne Blades and Alia Ahmed-Yahia to create day to night looks for the event.

The collection included Loft’s classic separates, flirty dresses, outerwear, shoes and accessories, with all the clothing priced under $100 (shoes were a bit more). I had a several favorites as usual, as you can see, I usually go for the very soft, feminine looks whichis why Loft is a favorite of mine.

Celebrity attendees included Mena Suvari, Alexis Bledel, Amanda Hearst, and Alexa Chung who opened up the event as the DJ for the evening before the rock band, The Ra Ra Riot took the stage.

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