Mena Suvari And Maggie Gyllenhaal Attend LOFT's Launch Of Style Studio

[All photos by Will Ragozzino for PMc] Celebrities enjoyed an evening of entertainment and style last night at The Bowery Hotel for LOFT's launch of "Style Studio."

Ann Taylor has re-named her brand. Now titled, "LOFT," Ann hopes to alter the brand's persona (think suit-attire goes edgy-simple). With the help of stylists Tina Chai, Kate Young, Joanne Blades and Alia Ahmend-Yahia, the brand has launched "Style Studio."

To kick-off the brand's reinvention, a massive blowout party was thrown. Maggie Gyllenhaal, Mena Suvari, and Kate Schelter stopped by to examine the brand's new style.

As guests made their way towards the stage, they meandered through LOFT's "Style Studio"--an insight into the brand's new look.

Fashion director of LOFT, Alia Ahmed-Yahia, expressed the stylists' inspirations:

"We're like the younger sister who's off doing her own things now...And we didn't want it to look like the clothes were trying too hard. It's not over-layered or over-stylized. We wanted it to be relatable."

Alexa Chung DJ'd the event, while indie band Ra Ra Riot set guests into a dancing frenzy.

Alexa Chung

Dorothea Barth, Maggie Gyllenhaal

Kate Schelter, Sarah King, Barbara Constantine

Ra Ra Riot

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Ra Ra Riot, Alexa Chung

Dorothea Barth