The Loft summer 2011 collection strikes a balance: relaxed and easy-to-wear with an air of elegance.
This story first appeared in the February 1, 2011 issue of WWD. Subscribe Today.
“We’re casual, confident and colorful,” said Gary Muto, Loft’s president, during the collection preview last week at Chelsea Piers. He characterized the collection as “optimistic” and appropriate for “a wide range of venues.”
“There are a lot of easy, feminine pieces that you can mix and match and dress up and dress down,” added Austyn Zung, Loft’s senior vice president and creative director over design.
Loft put together looks that play vivid colors like lime green, corals and pinks, off neutrals such as khaki and olive green. Among the highlights: watercolor florals seen in printed linen skirts and linen shorts outfitted for contrast with either a banded-bottom solid blouse or a solid, tiered shell with a jeweled neckline. There was also a slightly dressier but still casual group of three dresses designed by Lela Rose; a crisp navy and white story with classic sailor stripes mixed with hand-dyed elements; sandals with bright patent and metallic bands; bejeweled bracelets, and colorful cocktail rings.