After what seemed like an extended period of complacency, Loft is being re-energized.

Modernizing the product, launching subbrands, widening the appeal and audience, and efforts at being culturally relevant, such as tying into the Coachella festival, have been part of the agenda. Now Loft is aiming to get another lift by featuring actress Emma Roberts in its holiday campaign , marking the brand’s first celebrity partnership. She’s famous for her film roles, front-row presence at fashion shows, and red carpet appearances.

The Loft x Emma Holiday 2025 campaign launches Monday and will run through the holiday season. Roberts will appear in ads, video, social media, on Loft’s homepage, in store windows, digital marketing, and on digital billboards and out-of-home ads in New York and Los

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