LOFT Partners with Giuliana Rancic to Launch the “Live in Pink” Collection to Benefit Breast Cancer Research

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Pictured: Giuliana Rancic & Jennie Garth pose with pieces from Live in Pink (photo via Loft Facebook)

Last night TV personality and E! Fashion Police critic Giuliana Rancic hosted a party with LOFT to show off their new “Live in Pink” collection.  The collection is designed to benefit Breast Cancer  and the party was held at one of my favorite spots, Petite Ermitage in West Hollywood.  Ms. Rancic is the perfect ambassador for this collection, having recently battled Breast Cancer.  Although the collection won’t be in stores until October, the socially savvy team at LOFT wanted to get the news out.  So here’s the 411 on this collection, which contains some cute pieces. Think Wizard of Oz when you see the pink slippers.  I just want to put them on and click my heels, maybe to be transported to Paris Fashion Week, forget Kansas! 🙂 

Pictured: Items from the Loft Pink collection, including jewelry and slippers.

Many of these pieces will make perfect Valentines Day or Holiday wear. This collection goes way beyond the pink ribbon t-shirts that are sold every year at Saks and other high-end stores to raise money for Breast Cancer Research.  Highlights of the collection include a “Live in Pink” fuchsia mini flounce dress ($89.50) (modeled by Niki Reed at the party), a heart print Peter Pan blouse (worn by Ms. Rancic) a sequined pink skirt, sparkling ballet flats,a  thick-knit infinity scarf, drop earrings and a cute graphic tee ( items are priced from $34.50 to $89.50).

Pictured: Nikki Reed in the LOFT Pink Dress & necklace with  Giuliana Rancic

 There’s also a chunky limited-edition statement necklace of Giuliana’s own design (pictured above on Nikki Reed.)  The pieces in this collection are feminine and very girly. Indeed, the collection is so light hearted that it’s easy to forget that there is a serious cause underneath all that pink.  Breast Cancer is a horrible disease and it’s important for women to be vigilant with regular self-exams and mammograms to detect it and prevent it. I’m glad to hear that some of the proceeds from this collection will benefit the Breast Cancer Research Foundation (BCRF) and hopefully help to advance treatment and prevention. LOFT Cares, the charity arm of the LOFT brand, will give 25% of the proceeds from the “Live for Pink” collection sales to the BCRF.  Look for the collection in stores and online on Oct. 1st.


Since 2008, Mary Hall has been the author of The Recessionista Blog, which is read by thousands of regular readers in over 160 countries. An internationally recognized expert on the art of the living the good life for less, she has been a commentator on local, national, and international radio and TV shows. Her advice has been featured in over 2,000 media outlets, including The New York Times, Reuters, Life & Style magazine, ABC News, NBC News and now The Huffington Post, among many others.