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PUTTING THE LOL IN LOFT: In an effort to “put the happy in our holidays,” LOFT has partnered with Alexandra Fiber and Danielle Gibson, the duo behind comedy Web series SRSLY.

Launching on loft.com Thursday, the project, aptly called “Put the Happy in Your Holidays,” includes a series of four short comedy sketches starring the two Web sensations (with quippy titles like “Gingerbread Boyfriends” and “What Happens in the Fitting Room Stays in the Fitting Room”).

“We are so excited to partner with SRSLY for these videos. The holidays can be such a stressful time and we are looking forward to adding a little humor to the mix,” said Michelle Horowitz, senior vice president, LOFT marketing.

The series also kicks off Fiber and Gibson’s “12 Vines of Christmas” for LOFT, with one vine being posted a day, a play on the 12 Days of Christmas, and features the SRLS girls’ “FalalalaLoft” playlist and a curated “SRSLY Gift Picks” shop.

“We love working with brands that have a great sense of style and humor, and LOFT let us eat cookies and hang out with a puppy. We also made videos at some point,” said Fiber and Gibson. “Can the entertainment and fashion industry ever merge with such delicious and fluffy results again? We don’t know. We don’t think so. It was one of the most fun shoots we’ve ever done, and we’re psyched for the rest of the world to see what happens when you put the LOL in LOFT.”

The SRLSY girls are no strangers to the world of fashion, they have previously collaborated with Glamour, Refinery29, Birchbox and Bare Minerals on branded content.

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