Last Wednesday, I made the drive down the 101 to one of the most famous hotels in California – the Chateau Marmot. I was invited by LOFT to preview their Fall 2010 collection. LOFT Style Studio is a collaboration with stylists to create fashion forward looks using fall staples. The LOFT look book included four stylists: Tina Chai, Kate Young, Joanne Blades and Alia Ahmed-Yahia. For the LA event, LOFT partnered with LA stylist Nicole Chavez.

Now if memories of Ann Taylor’s work appropriate clothing come to mind, you have another thing coming.

LOFT has completely changed their designs and branding. I would actually wear these pieces on the weekends and to casual events. I’ve always been a fan of their feminine, vintage inspired blouses, slacks and skirts, but the new collection adds a bit more edge.

Striped knit cardigans, tweed jackets, chiffon ruffled blouses and oversized herringbone pattern metallic skirts really made a youthful yet sophisticated impression with an undeniably vintage feel.

Gorgeous models lounged around the penthouse suite of the 1920s hotel. Each room had a different vignette including a terrace with LOFT models sitting in chairs, a living room with models sitting around on the sofa, a dining room with models sitting at a dining table, but the room that captivated me the most was the gorgeous bedroom.

I couldn’t figure out if I wanted to stare at the models or the decor. Black and white striped curtains framed a perfectly glamorous boudoir complete with vintage vanity and accompanying trinkets. LOFT models sat around on the bed and vanity stool looking stylish, put together, and completely comfortable. Mission accomplished LOFT!

As if champagne, the Chateau Marmont dripping with celebrities, and great conversation weren’t enough, we were given a gift bag on our way out. The bag itself is a gift in its own right, but the amazing jewelry in the bag was more than I had expected.

A stunning statement cuff and completely me necklace made of brass toned chain with dangling leather rectangles studded with rhinestones were tucked inside the goody bag. I am seriously looking at LOFT in a whole new light.

Can anyone tell me if the image on the gift bag is a Ruben Toledo illustration? it certainly looks like one!

What do you think about the new LOFT collection? Would you wear it?