After almost 20 years in the retail game, LOFT has become known for their affordable head-to-toe looks and easy to wear separates, especially amongst women in the corporate world. In their earlier years, what I like to refer to as LOFT 1.0, the brand was more one dimensional and appealed to a more narrow demographic. However, over the last several years, the classic American brand and become more versatile in their product lines, producing more trendier pieces, allowing them to get on the radar of younger consumers.
A few weeks ago I got a chance to preview LOFT’s upcoming Winter 2017 collection before it hit stores in advance of my co-hosting gig at their press preview last Tuesday night at Lac Beauty, Toronto’s premiere beauty and skincare boutique. What I found on the racks during my meeting was a little something for every woman. The perfect skirt suit for the corporate go-getter. Bold prints and tons of stripes for the girl who is not afraid to stand out in a crowd. Statement sleeves on dresses, blouses and sweaters for the fashion forward chick and outerwear that even has me excited for cooler temperatures. It is clear this is no longer the LOFT we once knew. This is LOFT 2.0…cooler, younger, and more versatile than ever.
The lovely Erica Wark, stylist and on-air fashion expert of The Social TV and Your Morning, and I got to co-host an intimate evening of fashion and beauty for the city’s top editors. who got treated to a beauty service of their choice (eyebrow threading, manis, pedis and even eyelash lifting) and spent some one-on-one time with each of us to get a rundown of the collection. Guests were also treated to a portrait session by Ryan Emberley that was used to create personalized memes for everyone by the ladies behind @MyTherapistSays. The highly anticipated pieces will be hitting stores three times throughout the season with two drops in October and the final one mid November, so there will be plenty of options for the holiday season.
We kept the racks this time around more minimal than at previous previews with only the key and stand-out items selected. Erica and I both had a chance to to highlight our own favourite pieces from the collection on each floor of the multi-level space. With our own personal style being so different, we were the perfect dichotomy to represent what the line has to offer this season.
My personal faves were not hard to identify on the racks. I loved the oatmeal coloured knits, sweaters with shoulder cut-outs, a jewelled jacquard dress pant that just screams “holiday season”, the navy suede shift skirt (paired with a chunky knit is just perfection), leather pants and seriously just about every single outwear piece in the collection. I actually own the navy military coat but have my eyes set on the fur collared army jacket and the blue fuzzy coat.