LOFT grand opening party highlights gameday chic

LOFT’s new concept store celebrated its grand opening in Alabama last Thursday, with a fashion party at the Summit location.  Spacious and plush, with bright and attractive displays and plenty of feminine appeal, the store feels more like you’ve stepped into a luxurious and welcoming walk-in closet rather than a store.  Focusing on fashion that would be appropriate for a gameday excursion, the pieces offer a bright color palette, pleasing patterns and prints, and even options for the petite or tall physique and expectant moms.  Touches of lace, and hades of raspberry, acid green and the ever-popular leopard print will be big this fall, and whether you’re shopping for the season’s must-have cropped pant, slim-fit denim, a bright belt, a snazzy scarf, the perfect necklace or a killer pair of sunnies, you can find it at LOFT.   

Guests enjoyed catering by Jann Robinson of jann rob!nson Culinary Living, and as they shopped and could view gameday faves worn by local hosts Amy Bailey, Holley Grainger, Holly Lollar, Alesha Oni, Amanda Saint and Betsy Wall.  Ms. Oni, who is an Auburn University alum, modeled the Marisa Ankle Pants in fire glow orange and the Lurex Striped Scarf in winter coral with a cobalt blue shell.  When asked if the ensemble was something she’d wear to Jordan-Hare she noted “It is.  I thought about what I would wear to a game, but also on Fridays [to work] for Spirit Day.  [This is] something I could mix and match.”  I agree; the pieces are well-constructed and super cute. LOFT doesn’t skimp on details; you’ll find pieces featuring pleating, ruching, ruffles, sequins and even peplum accents.  My personal fave?  The Corded Dobby Striped Trench ($148).

Ten percent of total sales from the Grand Opening event benefited the Junior League of Birmingham’s Shop Save & Share initiative.  LOFT is located at the Summit, next to Rosenberger’s Trunk.  Shop online now; all full-price pants and denim are $20 off, all sale items are an extra 50% off, and you can get a $25 savings card for every $50 you spend on full-price items now through September 8.


Say something. But play nice!

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Blog at

%d bloggers like this: