Designer Austyn Zung brightens up the LOFT brand with prints & color

Loft Designer Austyn Zung Photo: Amy Graves/WireImage

The clothes at the LOFT brand have a different look for spring/summer 2013.  There are hot pink jackets, vintage inspired swimsuits, delicate necklaces and striking prints.   In Los Angeles, the pop-up store on Robertson is doing a brisk business, bringing in Beverly Hills and West Hollywood shoppers, who are used to paying more for fashions at neighboring boutiques like Tory Burch, Ted Baker and All Saints.  So what’s drawing shoppers into LOFT for fashions? Perhaps it’s those eye catching tribal prints, bright fuchsia jackets and sleek silhouettes.  There’s even a new line of swimsuit/resort wear in the LOFT vacation shop.  The designer behind the colorful window displays is LOFT ‘s Austyn Zung.  Ms. Zung is Senior Vice President and  Creative Director of Design for the LOFT brand.  I stopped by the Los Angeles Pop-up store recently to chat with Ms. Zung about LOFT’s spring/summer collection.  Following is my interview with Ms. Zung.

Some of LOFT’s color Summer looks & bold prints

A. Tell us a little about the current collection in stores now.

When we were concepting this collection we took a trip to Marrakesh  Fes and Sura (del Coran), so three different places in Morocco and then also a trip about a month later to the South of France. So it become this great electric mix of North African, exotic collections with all the tile prints and the big over sized paisleys. And then there’s that kind of beach electism of the south of France.

A. I definitely see the South of France/Cannes vibe.

It’s very optimistic with lots of color.  And then cut with color with very wearable neutrals like the linen T-shirts we have.   The neutral tones are to infuse (pair) with the brighter colors and sort of bring it down.

A. I see a lot of Vintage inspiration in the collection, was that intentional?  The bateau-neck tops and stripes are very Chanel.  Some of the swimsuits look very 1940s with the halter tops and rouching. 

For next fall, there will be more with romantic maritime inspiration. But for this collection, we weren’t really referencing any Vintage pieces.

A. Many of the pieces lend themselves to a layered look so you could layer different pieces for the office and then peel them off to go out in. 

Yes, that’s one of the intentions of this collection. You should be able to buy a jacket and wear it to the office, then wear it with jeans on the weekend.  So the pieces are very versatile.  You can pick up pieces and add them to your wardrobe that already exisits, and wear them for all different occasions.

A. Is this the first time LOFT has had a “Vacation type” collection?

We’ve had swimsuits for some time, predominantly online, but this is the first time we’ve had a resort collection.  I’m loving doing it. It’s really inspiring.   We’re approaching it as a full capsule–everything you want to take in your suitcase-  rather than just a bikini.   We call that collection “Eden-Roc” and that’s very Cannes inspired.  I see what you’re saying now about vintage inspiration there.  It’s been really fun to do and customers are really loving the small capsules and that we have more than swimsuits.   It’s the perfect 15 pieces.  The next one coming with be more tribal (look for that on-line now, check out the Tribal Stripe Tiered Halter Maxi Dress for an example.)

Have you noticed the change in LOFT’s clothing readers? The new collections definitely re-energize the mall brand.   Pieces from the LOFT Summer collection, including the vacation shop, are on sale right now at 40% off using CODE: NOW40.  If you like LOFT’s new look and colorful, cheerful styles you might want to take advantage of the sale prices.