Guest Post By Deanne Yee, Editor-In-Chief of Dream Sequins

Dream Sequins is a blog dedicated to independent and emerging fashion, with regular profiles of dreamy designers and boutiques around the globe. The blog covers accessories, beauty, street style, personal style and more. Originally launched in November 2008, the blog has expanded to make room for weekly accessories and beauty coverage. You can follow Dream Sequins and Deanne on Twitter.

Inside The Bowery For An Evening Filled with Loft Fashion Appeal

Following FMM’s recent coverage of LOFT’s new social community microblog, the company invited us to attend the line’s fall preview in New York. We were happy to attend to get an inside look at the brand’s new direction.

LOFT’s line threw an impressive party at the Bowery Hotel to unveil its Fall collection and celebrate the debut of its LOFT Style Studio, a collaboration with top stylists, Joanne Blades, Tina Chai and Kate Young.

When I first heard that the label would be throwing a party at one of my favorite downtown venues, I must admit I was surprised.  LOFT had always struck me as the staid, work-appropriate sibling in sensible shoes– pretty, but, let’s face it, a little boring.  Now that it stands alone and viewing the clothing on display (styled by Blades, Chai and Young) and watching the video of looks from Fall, I was very pleasantly surprised.

LOFT brought the sizzle with beautiful, wearable pieces and accessories.  Any woman would be lucky enough to wear the on-trend yet classic pieces from this line.  Standouts included a vibrant pink floral dress, a bold grey knit dress with black stripes, a faux fur vest and tall buckled boots (everyone was oohing and aahing over them).

Chunky accessories like statement necklaces and bold cuffs were beautifully presented atop antique steamer trunks. Also upping the sexy factor of the evening?  A live performance by Ra Ra Riot, tunes spun by it girl Alexa Chung and appearances by downtown fixtures Maggie Gyllenhaal, Jeff Halmos and Sam Shipley.

The event, along with the new community website, is part of the brand’s efforts to establish LOFT’s unique identity from it’s once parent brand Ann Taylor. Producing collections with clothing  with the younger consumer, LOFT is doing an amazing job in establishing a solid appeal for clothing I’d purchase.

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