2009 April 15

Loomstate Lovin'

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(LOS ANGELES) The local fashion flock headed west Tuesday night for a sneak peek at the Loomstate for Target collection at a private shopping event and party held at Big Red Sun in Venice. Guests including Josie Maran, Adrian Grenier, Dita Von Teese, Angela Lindvall, Anna Faris, Jaime Pressly, Camilla Alves, Taryn Manning, Amy Smart, Kate Mara, Kara DioGuardi, Anna Paquin, Cameron Silver, Magda Berliner, George Kotsiopoulos and Rachel Pally joined Rogan Gregory and Scott Mackinlay Hahn to celebrate their eco-friendly fashion launch featuring ultra-soft graphic tees, organic cotton separates and authentic-washed denim.

“I knew I wanted the event to be in Venice because it’s got a laidback Loomstate kind of a vibe over here. The ocean is right there, and it makes our message that much more effective,” reasoned Gregory, who also noted that this is the first GO! International collection that has also included men’s clothing. “Amber Valletta is actually wearing my favorite piece in the women’s collection tonight, and she looks stunningly beautiful in it!” the designer smiled, nodding towards the supermodel, who sported a relaxed grey t-shirt tunic dress.

“I’m mixing high and low tonight! My blazer is by Jenni Kayne, who is still a mid-range designer, and I threw it over my new Loomstate dress. I try to buy intelligently now. Don’t get me wrong, I love high fashion, but it’s expensive. As long as I’ve been in fashion, and as long as it has supported me, I see how extreme and extravagant it can be, and I think we’ve hit a point where everything is just too overpriced. It’s refreshing to have something that’s affordable and earth-friendly,” said Valletta, who hinted that she might be ushering out a capsule women’s line with an unnamed company by the summer of this year.

The Loomstate for Target collection, which hits stores and online on April 19 to sync with Earth Day, was a hit amongst shoppers including Elizabeth Banks, who picked out a black and white printed bikini while Kristen Bell eyed the graphic tees in the corner. “I’m always really excited whenever a designer comes out with a Target line. I always call up my sisters in the Midwest and tell them to run out to Target and buy things for me before it runs out. I really admire companies who pay attention to their eco footprint,” said Bell.

Maran, a leader in the eco-beauty category, also turned out to spread the eco-awareness, saying, “I’m a fan of anybody doing a stylish eco-friendly line. Even though you’re bargain-shopping here, it helps that it’s for a good cause and gets you in that mindset. My whole thing is ‘chic-ological,’ which means stylish, but also good for you, good for the planet. You shouldn’t have to sacrifice anything these days--your sense of style or your sense of help!”

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