LOFT Style Studio (formerly Ann Taylor LOFT) has reached new heights for fall 2010—its fashion director, Alia Ahmed-Yahia, collabing with stylists Tina Chai, Kate Young, and Joanne Blades to create fresh, feminine looks for a youthful professional set. Last week, the brand took over the Penthouse of the Chateau Marmont to preview the collection for press and a Young Hollywood crowd, including Emanuelle Chriqui, Brittany Snow, Jessica Stroup, and Kristen Bell. Celeb stylist Nicole Chavez (above left) hosted the event and styled three looks for the preview as well… (The collection, the scene after the jump.)
(Love the texture given to these looks via unexpected pairings.)
(Particularly sweet and chic was a bedroom styled with framed photos, flowers, LOFT accessories, and models in romantic day-to-night looks.)
The party filled quickly with guests mingling inside and out, sipping bubbly and nibbling on small bites, and checking out the collection displayed via informal modeling set up throughout the penthouse. LOFT has definitely breathed new life into its brand, reaching out to a fashionable, trendsetting crowd without losing its accessible price points and core working women-on-the-go customer. No doubt, this crowd will be keeping on eye on LOFT’s offerings from season-to-season.