Giuliana Rancic shows off a necklace she designed for the LOFT "Live… (Stefanie Keenan / WireImage )
It was a sea of pink Wednesday night at the Petit Ermitage rooftop bar in West Hollywood as Giuliana Rancic, Nikki Reed, Shenae Grimes and others celebrated the LOFT "Live in Pink" clothing and accessories collection. Sales from the capsule collection, slated to hit LOFT stores and LOFT.com in October, will support The Breast Cancer Research Foundation.
LOFT designed the collection and asked Rancic, a breast cancer survivor, to style it. Rancic's looks will be available online and in stores in October. The E! news correspondent also contributed a special piece, designing the "Live in Pink" pave crystal link necklace ($69.50).
"I love fashion, I'm a fashion girl, so when LOFT approached me and said hey we're doing a collection for breast cancer awareness and we would love for you to design a piece for us, I said of course," Rancic. said "Fashion and charity? Why not? It's a no-brainer."
Actress Brittany Snow was spotted at the party wearing the necklace, which features chunky crystal-adorned chains, to complement her LOFT skinny ankle pants with metallic print and silky blouse.
"I think the temptation to make it pink was there, but I wanted something that women wear year-round because you shouldn't only think about breast cancer and what you can do to avoid it in October," Rancic explained. "So what I did was make the latch part pink so that when you take it on and off it sparks that reminder of 'Am I doing enough? Am I doing a self exam?'"
Rancic walked the party in the "Live in Pink" heart-print blouse with peter pan collar ($59.50) and a black peplum skirt. She chose not to wear her necklace design over her peter pan collar for fear of committing a "fashion faux pas."
"Twilight" saga star Reed chose the "Live in Pink" fuchsia mini flounce dress ($89.50) with a leather jacket, and "90210" star Grimes wore a LOFT pink lace tee from the brand's holiday 2013 collection.
Other items from the "Live in Pink" collection include the "perfect pink" skinny cords, a sequined pink skirt, sparkle ballet flats, thick-knit infinity scarf, drop earrings and a graphic tee ( $34.50 to $89.50). LOFT Cares, the charity arm of the LOFT brand, will give 25% of the proceeds from the "Live for Pink" collection sales to the BCRF.
Shoppers can also purchase a $25 Loft Cares Card and receive 20% off every purchase of $100 or more from Sept. 21 through Nov. 15. The BCRF will receive 90% of the card's purchase price and will be available in stores and online at LOFT.com.
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Middle photos, from left: Giuliana Rancic, Brittany Snow, Nikki Reed and Shenae Grimes at the LOFT "Live in Pink" launch event at the Petite Ermitage on Wednesday. Credit: Stefanie Keenan / WireImage