LOFT Fall 2010 Collection Preview

Posted by

Dianna Baros

April 18, 2010

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Posted in: Budget Fashion, Press Previews

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First off, I think the collection is gorgeous. However, as a central Illinois LOFT-devotee I have to say that I'm not all that jazzed about the direction they are headed in. I used to love every piece at that store. Now it seems they are catering to 100% urban fashion and going away from simple, classic, well-fitting garments made to make the average woman feel pretty. I'm not sure I'd wear many of those looks in my hometown and feel comfortable. Just because we live by a cornfield in the "fly-over" states doesn't mean we don't deserve cute clothes! .... Again, LOVE the collection (gorgeous) but I'm just sayin'...

#1 Kate on 2010-04-18 07:39 (Reply)

With a few exceptions, very, very wearable. Nicely done!

#2 Someone on 2010-04-18 07:49 (Reply)

Absolutely loving this collection - thanks for the preview. I am also a long time LOFT lover but haven't been crazy about their last two winter collections. This looks classy, polished, and fun. I love all the separates - great way to mix and match things. Hope to be back down to "fighting weight" (I'm recently post first baby) to be able to wear these things. The over-the-knee boots are good motivation. Thanks for all your wonderful, thoughtful posts.

#3 MNK on 2010-04-18 07:52 (Reply)

Love that pretty leopard blouse with the black bow..so cute! want it!

#4 Miss Neira (Homepage) on 2010-04-18 09:00 (Reply)

I think a lot of these clothes are going to be hard to wear if you are over a size 8 or in the vanity sized loft world a size 6.

With that being said, and looking beyond the horrible styling, I think its a great line. Its gone urban which might be harder to sell in middle America though.

#5 Delane (Homepage) on 2010-04-18 09:57 (Reply)

As a former fashion buyer, remember that the Loft is not showing you their entire collection in presentations like this (fab that you went, Dianna!) They're showing you “cherries” and a taste for what top stores will stock. I have every faith that the Loft will keep stocking their affordable mainstream bread and butter lines alongside the funkier urban fashion. Nice urban range!

I guess my only gripe with the Loft at the moment is that their quality has deteriorated. Prices are low but the product is not as fab as it used to be. I actually haven’t taken a client shopping at the Loft for 18 months. But I’m holding out hope that the quality is back on track for Autumn! After all, a retailer gets a fresh start each season :0)

Thanks for sharing!

#6 angie (Homepage) on 2010-04-18 10:35 (Reply)

Was the third pic down a plum wool blazer? A wool blazer in general would be great! And love the leather jacket.

#7 L (Homepage) on 2010-04-18 11:22 (Reply)

i love LOFT. i've especially been digging a lot of the jewelry they've been doing lately. i walk by their store on my way into work every day, and it is so hard to not walk right in on my way home. i like that they've got some really urban funky things mixed in there. i wish that LOFT had a plus-size range, too, however! can they pls get together with Lane Bryant?

#8 jeannette (Homepage) on 2010-04-18 14:06 (Reply)

The wool peplum blazer and the sort-of rose/mauve colored drapey top with the epaulettes at the shoulders - LOVE. Loft is one of my favorite stores so it's no surprise that I really like most of these looks! Thanks for sharing!

#9 Taylor (Homepage) on 2010-04-18 15:46 (Reply)

I love what LOFT has been doing. I just hope they keep their prices reasonable and don't let them get ridiculously astronomical like JCrew's has done.

#10 Rachel (Homepage) on 2010-04-18 16:04 (Reply)

LOOOVE the whole collection. It's gorgeous. I need to make money so I can buy everythingggg!

#11 Vanessa on 2010-04-18 16:30 (Reply)

Loft just sent me a $20 off $20 or more purchase. It says something to the gist off "We haven't seen you in a while--give us another look." Anyway, I'm looking forward to spending it. Check your mail everyone!

#12 Erin A on 2010-04-18 21:59 (Reply)

Thanks for the sneak peek! Those first boots are the style I was looking for all spring; I will be scooping them up for sure. I love all the brown/gold tones too; there aren't enough of those around anymore, and LOFT always does a pretty brown.

#13 Kristen (Homepage) on 2010-04-19 05:16 (Reply)

I have to say, I love LOFT and their new syles. LOFT is a great staple to find feminine looks. I will say though, all these styles look great on the manikins but I find they do not fall nearly as well on my actual human body! They have great dresses appropriate for work which can turn to a night time look quickly, I just wish some of those dresses were a little cheaper! Overall, I think the new line looks great -- look forward to August when it comes out for Fall.

#14 KP on 2010-04-19 08:58 (Reply)

This is a question a lttle off topic...
Do you ever do fashion reviews for Plus size?
Thanks

#14.1 Devora on 2010-04-19 10:31 (Reply)

I was blown away by Ann Taylor Loft's new direction!! I have always been a huge fan of the clothing they have and I love where it is going.

http://www.afashionfixation.blogspot.com/

#15 Ashley J on 2010-04-19 12:43 (Reply)

I've never shopped at loft before, but this collection looks beautiful.

#16 Danielle on 2010-04-19 13:54 (Reply)

I really love LOFT's new direction, but I can see how long-time LOFT fan's may not be happy with the younger, edgier feel. But that fur lined vest is a must have.

#17 Living Fly on a Dime (Homepage) on 2010-04-19 19:40 (Reply)

I often shop at Loft but have been noticing their quality deteriorating over the past 12-18 mos. while their prices have increased (almost to the same ranges as Ann Taylor).
Also, I've been disappointed by their lack of work appropriate attire...too many t-shirts and deconstructed looks. Fall 2010 looks like more of the same in drab colors.

#18 Laura on 2010-04-23 14:01 (Reply)

Really love a TON of what I'm seeing there. As a staple in my wardrobe, right next to J.Crew and LEC, I am already getting excited for Fall clothes to come out. Great review and photos- thanks so much.

Amanda

#19 Amanda (Homepage) on 2010-06-04 17:56 (Reply)

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