For its first plus-size collection, Loft drew upon its existing design DNA, with a focus on feminine, style-driven pieces. The team was almost mindful of customer feedback, which emphasized a need for plus-size options beyond the wardrobe foundations (i.e. basics) you expect. "There were certain things that they are able to find out in the market—the more basic staples, everyday things that you need—but not necessarily the things that you love," Jacobs explains. "So we really started off with the part of our line that is the most emotional: the color, the print, the patterns."
Its inaugural offering runs the gamut, from all the trademark pieces familiar to Loft fans (think floral dresses, colorful pants, and printed tops) to statement items that feel a little bit more special and unique. "There’s this amazing floral kimono jacket with a little cinched waist and a tie that we have that I’m really excited about," Saltzman says. "And our faux-suede leggings are incredible. When our fit models put them on, they both were like, ‘I’m going out tonight! Can I keep this?'"
This new section isn't meant as an independent collection, but rather as an extension of the brand's established aesthetic. That required an attention to detail and consideration of fit nuances during the design process, to ensure that the pieces would actually translate across sizes. "All of the designs are the same great designs at Loft, but then tailored for the plus woman," Saltzman explains. “Every last detail is constructed with the intention to give her the very best fit where it counts." Read: No scaling up and adding fabric for the sake of it.
Some retailers have received criticism for charing more for larger sizes when introducing an extended line—and that's something the Loft team was very much mindful of when figuring out the pricing strategy: The pricing will be consistent—and affordable—across all product categories and sizes, Jacobs and Saltzman say. "All of the prices, with the exception of a blazer or two, are under a hundred dollars," Jacobs adds.
here." data-reactid="138">You can shop Loft's new extended size range on its website here.
Chrissy Metz Low-Key Teased Loft's First Plus-Size Clothing Collection" data-reactid="140">Chrissy Metz Low-Key Teased Loft's First Plus-Size Clothing Collection
Source : https://ca.news.yahoo.com/excited-loft-just-launched-first-140000353.html