Emma Roberts becomes the first celebrity selected by LOFT to front a campaign for the brand

The actress ushers in a new chapter for the brand with a holiday collection celebrating everyday elegance and modern style.

After years of staying under the radar, Loft is ready for a new era. The American label, known for its accessible and feminine fashion, has embarked on a deep transformation to reconnect with a broader, more contemporary audience. Its latest move in that direction comes with the appointment of Emma Roberts as the face of its 2025 holiday campaign — marking the first-ever celebrity partnership in the brand’s history.

The actress, celebrated for her roles in ‘American Horror Story’, ‘Scream Queens’, and ‘Maybe I Do’, brings a fresh, sophisticated energy to the Loft universe. “I’ve always felt that fashion has the power to change your mood or personality with just one look,” Roberts shared, having personally participated in selecting the key pieces featured in the campaign. The collection, defined by red tones and festive silhouettes, blends the charm of the season with the effortless versatility that characterises the brand.

According to Erin Landon, President of Loft, the collaboration with Roberts embodies the brand’s spirit of renewal: “We’ve been working to modernise our product, expand our audience, and project a more culturally relevant image. Emma perfectly represents the Loft woman — confident, naturally stylish, and constantly evolving.”

The project is part of a wider strategy that includes the launch of sub-brands such as Loft Versa — focused on urban workwear — and the revitalisation of Loft Beach, dedicated to summer style. Following its Summer of Loft initiative, the company recorded double-digit growth in digital sales and is preparing for new store openings in 2026.

The Loft x Emma Holiday 2025 collection is already shaping up to be a success. Standout pieces include wide-leg trousers, bow-adorned dresses, and coordinated sets designed for both festive occasions and everyday wear. “Loft is easy but elegant; you can find a full look without overthinking it,” said the actress. With this partnership, Loft reaffirms its identity as a brand that blends authenticity, comfort, and style — with its gaze set firmly on the future.