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Count Loft, formerly known as Ann Taylor Loft, among the retailers chasing a more stylish, current look for its budget-conscious, working woman clientele. “The focus is to give the customer something more fashionable, but things that they’ll keep in their closet for years,” said Loft creative director Austyn Zung, at the fall preview Wednesday at the Bowery Hotel, adding the idea was to take Loft’s casual identity and “throw it on its side.” That was accomplished through the clothes — shrunken jackets in chunky tweeds, a faux fur vest and a fitted striped tank dress — as well as the styling. As part of the launch of Style Studio, Loft enlisted three stylists, Kate Young, Tina Chai and Joanna Blades, as well as Loft fashion director Alia Ahmed-Yahia, to create looks within the fall collection that will translate to the stores come delivery time. “It’s nice to have someone from the outside push our identity in a new direction,” said Zung, noting shoes and bags would also relaunch for fall.
This story first appeared in the April 16, 2010 issue of WWD. Subscribe Today.