Loft's Video of a Woman Exercising in Plastic Wrap Bombs Big Time

Brand says it was 'taken out of context'

Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.

Loft, the more relaxed of the Ann Taylor fashion houses, recently posted a video of a young woman frantically binge-exercising enveloped in plastic wrap because she's going to a wedding. While the video, part of a new Web series, is desperately unfunny, it's meant to be satire and was taken out of context, according to the brand.

"We teamed up with the comediennes of [the Web series] #hotmessmoves to create a series of videos on Loft.com,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in