The salt & pepper pearls tee, faux fur trimmed vest, oversized houndstooth pencil skirt, leather satchel and suede lace-up bootie, styled by Alia Ahmed-Yahia

Hosting a viewing preview event – complete, of course, with de rigueur cocktails, finger food and a good-bye gift of a fun, signature, cloth tote-bag, containing a look-book and a sparkly, oversized, jeweled cuff, nestled in a velvet pouch – of the new Fall 2010 clothing and accessories collection, along with an after-party at The Bowery Hotel in the now trendy, downtown area of New York City, LOFT recently introduced editors and assorted guests to its current collection and nouveau “Style Studio” concept.

During the actual viewing, guests were packed in cheek to jowl, where depending upon that guest’s individual pleasure, it was just about possible, to catch a peek at what was going on, in terms of actually seeing the pieces, either as a still-life tableau, on stylized mannequins, throughout the entire length and breadth of the room, or via a looped, video fashion presentation, shown on a huge screen, at the front of the area. Either way, LOFT managed to get the point of the evening’s festivities across to the crowd.

Beaded necklace camisole with flower, ruffle collar anorak,herringbone short, leather lace-up bootie

Nearly always keen on doing things in different ways, the company this time, debuted not only its new line, but also hyped its “style by community” collaboration with high-profile fashion stylists, Tina Chai, Kate Young, Joanne Blades and Alia Ahmed-Yahia, who were brought in, according to the company’s look-book commentary, “to work with the LOFT fall collection to create versatile looks from 10 fashion-forward fall essentials … where diverse style personalities come together to create looks that women relate to, connect with and derive inspiration from.”

Graphic tee, fitted motorcycle jacket, striped mini skirt, suede bootie

Standing by for the most part what everyone set out to do, the company and the fashion stylists managed to pretty much make the mixtures work. When everything gelled, and all of the components meshed, the result was interesting and cool. On the contrary, when the look was simply too plain and not jazzy enough, the result was just too simplistic and rather underwhelming, which is not what one might hope to expect from this type of partnership between a company such as LOFT and fashion stylists the ilk of Chai, Young, Blades and Ahmed-Yahia.

But, in the end, what really matters, aside from what does or does not work on a mannequin or in a fashion video during a crowded press presentation, is the fact that the company’s main objective of showcasing its “Style Studio” concept, does indeed score points for hitting the mark, and coming across to more than just a few of the jaded editors in attendance at this event, as something quite interesting, novel, fresh, and unique.

Beaded necklace camisole with flower, Faux fur trimmed vest, wool pencil skirt, felt fedora, gold and black angular necklace, suede gem belt and over-the-knee riding boot, styled by Tina Chai.

Addressing the best of the new collection, which coincidentally, prices out quite modestly for what it is worth, especially when considering the high fashion quotient on display, there are some really winning, stand-out items within the line. Added to this fact, and considering the tough, economic times in which we all continue to live, LOFT states that it continues to understand and know what its customers want. In this vein, the company and its fashion stylists have put together some good-looking, saleable, wearable options within a framework of the “Style Studio” setting; representing a smart marketing tool, which just might have a chance of impacting well enough with shoppers, to grab their attention and get them to open up their pocketbooks and make the purchase.

– Adrienne Weinfeld-Berg

The post Perfect Mix of What Your Best Friends Tell You & What a Style Authority Can Show You appeared first on lookonline.

In case any of you out there in fashion-land have been living under a rock or visiting a far-off Galaxy, you have heard about and most probably have seen the big, bold change-about in the look and feel of Ann Taylor’s collections (clothing and accessories, of course). No more is this change more apparent than across the Spring 2010 clothing and accessory groupings, the majority of which are clearly styled and priced for the masses across the country, many of whom love to shop at Ann Taylor’s stores, and see and buy pieces that can work across the wardrobe in a laissez-faire, French way. Keeping to this point, everything across the clothing and accessories groupings is quite fresh and pert, with a definitive, European-themed, BCBG aura, in feeling. The point is proved in a vive la différence way, via a trendy shift in style, shape, silhouette, color and the like. Think about words such as “through a rose tinted lens” en francais, if you please, and you get the picture.

The majority of the clothing, per se, is very pretty, soft and fluid, with an all-about-the-girl story, from day right into evening. Blurring the lines between edgy and classic, an abundance of separates and dresses run wild. There are deconstructed and shapely trenches, toppers and short coats, with all kinds of easy-going, generally affordable pieces for sportive, work and glam occasions.

Across the collection of wearable clothing that appears to look as super on a size 12 or 14 as on a size 2 or 4, there are accouterments of choices, such as floral-inspired palettes, watercolor-infused prints and patterns, the majority showing an eye for drape and detail that looks to come straight from the most haute couture, designer runway. Speaking of a designer runway, there are the sensuous, flowing gowns, most notably in blackest black; some in white and ivory – the black creations look best – with lots and lots of fine details. European in feeling, and perfect for any big-time celebrity in the house, these special-event pieces could certainly have their moment on the most lavish Red Carpet in New York, Hollywood and anywhere in between.

A favorite Ann Taylor moment for this editor is the vintage-like, Riviera grouping, which brings to the eye and mind a sea of Oceanic blues, dotted with crisp memories of black and white; picturesque shores of beautiful Monaco, Cannes and St. Tropez, as they were in their heyday, circa 1920. Across this grouping, the silk fringe jacket, ribbed tank, tropical wool signature pant and skinny belt express the mood, along with the uptown pleated dress and embellished grosgrain belt; wavy petals cardigan; darling dot tiered dress and reverse bow jacket, teamed with silk Habotai hazy dot top, pencil skirt and skinny belt.

Moving on to the new crop of accessories, which are presented under the umbrella of “Covetables”, the r’aison d’etre for these items, according to the Ann Taylor catalog, is: “little things we simply can’t live without. Beautiful, opulent, sumptuous, sparkly, couture-inspired pieces that transform an outfit from ordinary to extraordinary.”

OK, some of this may be a bit heady and over-the-top, but the jewelry really is great, and in some cases, definitely outstanding and desirable, especially when tossed on this way and that; mixed up and layered one over the other in short and long variants. Favorites here are huge sunburst necklaces, pyramid and pave disc necklaces and pearls over pearls over pearls with an authentic look of that well-known and highly desirable, double-logo, French designer’s antique pieces, Another cool thing about the jewelry is that the highest price point for any piece is a mere $198. Talk about investment dressing on a shoestring.

Adding on to the big fashion at a price message are skinny ruffled and metallic sheer luxe scarves and shawls; lots of couture-inspired shoes, ranging from sexy, high heels to perky, ballet flats; a myriad of buttery, textured totes, clutches and big handbags, and last but not least in any good collection, skinny belts in black leather, black and granite patent, and exotic ash.

– Adrienne Weinfeld Berg

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