Fashion isn’t always solely focused on who wore what, who wore it best, and how much it all cost. Sometimes fashion can be used as an agent of social and philanthropic change, and such was the case at the Private Rooftop Club at Petit Ermitage in Los Angeles, where women’s apparel retailer LOFT celebrated the launch of their ‘Live in Pink’ campaign in support of The Breast Cancer Research Foundation.
In collaboration with tv personality, and breast cancer survivor Giuliana Rancic, LOFT has created a signature capsule collection that will be released online and in stores nationwide, in mid-October. Items in the collection include dresses, separates, and accessories, ranging in price from $34.50 to $89.50, with 25% of the full-price purchase of each item being donated to The Breast Cancer Research Foundation.
The signature piece of the ‘Live in Pink’ collection is a limited-edition rhinestone studded statement necklace designed by Giuliana herself. Of her collaboration with the retailer, she says:
“I am extremely passionate about spreading breast cancer awareness on the heels of my recent battle with the disease. I am hopeful that collaborating with LOFT will lead to the education of many women. I am thrilled about this partnership!”
The celebrity ladies in attendance at the event were of course all decked out in their finest LOFT gear. Most of the pieces worn aren’t yet available, like Jennie Garth’s pink chiffon dress with neon yellow contrast belt from the LOFT Pre-Spring 2013 collection, and Nikki Reed’s ‘Live in Pink’ fuchsia mini flounce dress, but they’ll soon be available for purchase online at LOFT.com, and at LOFT stores across the country.