Saturday, April 18, 2009

Good for the Environment, Good for Your Wallet. Loomstate for Target

$16.99 Dolphin Print V Neck Tee and $26.99 Gray Pink Plaid Shorts
By Laura Medina
Earth Day is upon us.
Five nights preceding this, Target celebrated Earth Day by launching an ultra-exclusive sneak peek bash of their Loomstate for Target Line, an earthy-friendly but hip collection of beach-friendly and wallet-easy clothes, all made out of organic cotton.

$39.99 Tie-Back Black Dress

A galaxy of Hollywood's hottest hotties: "Entourage"s Adrian Grenier, "The House Bunny" Anna Faris, "My Name is Earl" Jaime Pressly, burlesque performer Dita Von Teese, and all-natural supermodels, Amber Valleta, Angela Lindvall and Josie Maran, and actress Debi Mazar, all came out in a quaint location of Venice to personally honor Loomstate's earnest designer, Rogan Gregory and his partner, Scott Mackinlay Hahn, from taking their earthy but cool concept from the rarefied lofts of Barneys a couple of years back to the more down-to-earth and accessible Target's Limited Edition Designers Series.

$44.99 Zip Front Jacket, $ 16.99 Pelican Bikini Top and $ 26.99 Pelican Shorts

The stars are really just like us. They, too, appreciate clean-cut, sporty mix-and-match pieces, functional jackets, and cute but cool Summer dresses in wholesome fabrics at reasonable prices.

E!'s "The Daily Ten," came out in full force. Their fashion expert, Amanda Luttrell Garrigus, marvelled over the quality and price. The affable Sal Masekela dropped by the soiree, a little spot of Hollywood in his native neighborhood of Venice.

Basically, stars went crazy for these easy-breezy separates in cute graphics of birds flying in flocks and the soothing shade of teal dominating the collection.

These cute prints and light color in a super-soft prewash for this Summer wardrobe gently remind people to respect the beach, the ocean, and Mother Earth.

$39.99 Gray and Pink Plaid Dress

Guests wind down from their shopping high at an after-party behind a cute, little red cottage, Big Red Sun, an unassuming boutique transformed into a pop-up Target store. This experimental launch of Loomstate for Target was so burning hot, staff were constantly running back and forth from trucks, loading stacks of tees, jackets, jeans, and tops inside the packed cottage.

Like a bohemian chic Secret Garden, stations of lemonade and an army of waiters and waitresses turned a hippy backyard into a hipster lounge, complete with sofas and table. Celebrity and scenster shoppers fueled on tapas from Venice Beach Wine Bar and mini ice cream sandwiches (flex seed oil cookies stuffed with soy vanilla ice cream), lollipops of toffee-encrusted brownie bites and itsy-bitsy lemon glazed cream puffs stuffed with lemon ice cream.

To further reward guests and reinforce the environmental idea, shoppers were rewarded with pelican print reusable tote bag, stuffed with a 100% organic crew neck tee, in sizes small, medium, and large.

You don't have to wait for an invite or be a celebrity to celebrate Earth Day fashion.

April 19th is Earth Day and it is the day Target officially launch their Loomstate Line on their website, and a few selected Target stores.

Hurry up! This rare natural occurrence will last until May 16th.

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