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LOFT's New Brand, Lou & Grey, Is For "Free Spirits"

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Image via Lou & Grey.
Image via Lou & Grey.

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LOFT has launched a new brand that sounds like everything that LOFT is not. It's casual instead of dressed-up, it's "free spirited" instead of office-appropriate, it's all soft neutrals instead of blacks, navys and prints.

Lou & Grey's core client is described as: "A free spirit who floats in and out of every situation with ease. Someone who's aware of her surroundings yet still makes time for daydreaming. When she loves something, she holds onto it forever. She likes to look, listen, touch, feel...discover. If she stumbles, a smile is never far behind. She's a beautiful mix of contradictions." Currently, said floaty dreamer is embodied by Langley Fox Hemingway, who modeled for the brand's s/s 2014 campaign.

The LA Times recently spoke with the creative director of Lou & Grey, Austyn Zung, to find out more about the new line. Is it about nabbing a younger consumer? Probably. "Age doesn't matter anymore," says Zung. "It's all about a mind set, how you feel and approach life, not how many years you've been on the Earth. It's about people who want to be stylish but also cool and relaxed at the same time. But when we look at numbers, we are pulling in a younger clientele, while not alienating 40- and 50-year-olds."

Aesthetically, Lou & Grey veers a bit into Eileen Fisher by way of Anthropologie territory (with a dash of Madewell)—you'll find washed-looking, heathered tanks and tees, drapey pants and lightweight motos in soft hues. It's pure loungewear; there's no spandex here. "These are clothes that you don't have to think about," says Zung, "that allow you to feel comfortable and approach life in an easy, non-complicated way while looking stylish." A rollout of standalone stores is in the works; for now, the collection is sold online at loft.com, LOFT locations and in the first Lou & Grey boutique in Westport, Conneticut.
· New Ann Taylor Brand Lou & Grey Taps Into Active-Wear Fashion Trend [LAT]
· Kate Hudson for Ann Taylor [Racked]
· Loft Is Outpacing Ann Taylor. Here's Why [Racked]