FUNNY CHICKS: Loft has a thing for smart, funny women. Last fall, the Ann Inc. label and subsidiary of Ascena Retail Group introduced its first round of comedy shorts online with actress Busy Phillips. Tomorrow, Loft will continue the series with Emmy-winning comic Jessi Klein, head writer and executive producer of “Inside Amy Schumer” and author of “You’ll Grow Out of It,” her new book of essays which earned a spot on the New York Times best-seller list after its release in July.
In its latest partnership, Loft tapped Klein to conceive two fashion videos for loft.com. One of the episodes highlights Klein’s struggle to home in on what her “author style” should be now that she does promotional readings and appearances for her new book, and the second episode shows her bidding adieu to old items in her closet. It was Klein’s first time working on a project for a fashion brand. “Though the videos were loosely inspired by my life and work, I think every woman can relate to anxiety over dressing the part for a new job, or opening up her closet and wondering what on earth she was thinking when she bought half of the pieces,” she said.
The videos are “exaggerated comedic spoofs” of real-life situations Klein has dealt with, according to Michelle Horowitz, Loft’s senior vice president of marketing. “Jessi’s self-deprecating humor syncs up perfectly with Loft’s promise to never take ourselves too seriously,” Horowitz said. “She’s clearly hilarious. She’s supersmart. She’s also a new-ish mom with funny stories to tell. And she’s an award-winning comedy writer in an industry that is mostly dominated by men…She’s the real deal and we love her for it.”