Scenes from the LOFT Holiday 2010 Collection

03:51 AM, July 21 2010 By: ChicGalleria

On Tuesday, July 13, 2010 at the BY NY Showroom, the LOFT Holiday 2010 collection was presented to fashion press, stylists and influencers in the NY area. Approximately 150 were in attendance from a mix of media outlets, including magazines, newspapers, online publications, stylists, influencers and bloggers. Chic Galleria magazine’s fashion stylist and writer, Dawn Del Russo and Public Relations Director, Nadia Murdock viewed the LOFT Holiday 2010 collection shown on mannequins and in gifting displays.

LOFT is about modern classics, cleverly reworked to deliver a ‘wow’ currency. They blend the timeless with the timely, offering their client a collection of wardrobe-defining pieces that feature feminine details and enable her to update her look and her wardrobe in a flash. They believe in “my style” vs. a lifestyle: They inspire her to participate in the trends of the season and invite her to express her individuality and make them her own. Their client enjoys fashion and trusts LOFT to give her a point of view that helps her personalize her look. Not-so-basic basics: Whether it’s a flirty tank, or a fabulous knit—they promise she’ll discover surprising details and quality that give her everyday essentials a fresh twist.

This holiday LOFT encourages the LOFT Girl to put her personal spin on the season. The theme, CREATE YOUR OWN HOLIDAY, inspires her to think beyond old traditions, to choose original gifts and to dress in distinctive LOFT Girl style. This is a girl who dresses how she feels. They show her new pieces she’ll want for the festive season along with new ideas on how to wear them. And they’ll introduce her to the LOFT Love List.

The LOFT Love List is their curated collection of twenty-five perfect presents for clients to give, get or keep for herself! This holiday, they’ve partnered with the Los Angeles Ladies Choir, a dynamic and diverse group of women who will curate the LOFT Love List in conjunction with Alia Ahmed-Yahia. The LOFT Love List items was featured gallery style on a table at the event and each piece had a special Sujin-illustrated gift tag. In addition, proceeds from five of the items off the LOFT Love List will benefit St. Jude Children’s Research Hospital®. As a partner of St. Jude since 2007, LOFT has participated in the St. Jude Thanks and Giving® campaign every holiday season, raising nearly four million dollars to date.

View Dawn Del Russo’s video and interview with LOFT’s Creative Director of Design, Austyn Zung.

Inside Look at the Holiday Preview for The Loft

Pictured: Dawn Del Russo and Nadia Murdock of Chic Galleria magazine.

Pictured: Dawn Del Russo, Chic Galleria magazine and Dianna Baros, The Budget Babe

Look for the first holiday delivery to hit LOFT stores October 11, 2010. Shop www.AnnTaylorLoft.com