LoveShackFancy

By: Chan, Su

LoveShackFancy is a fashion book. The brand was founded by Rebecca Hessel Cohen in 2013, and it found massive popularity over the pandemic, especially among Gen-Z customers. Cohen launched with just three dress styles-the Love, the Shack, and the Fancy-and since then has partnered with American Girl Doll, Target, and Goop to name a few. She has opened 12 new stores since 2020, all profitable, according to the brand. Cohen has created a world of unabashed pink ruffles, bows, and frills for her customers to dive into, whether they're an aspiring sorority girl at an SEC school (#BamaRush was big for the brand) or a professional fashionista taking on New York. "Our quintessential girl is the younger girl, but we have women of all ages," Cohen said the day before the presentation. "This is the ultimate cult designer for her. We're growing with her. She discovered us through her mom's closet, then bought all her mini skirts and dresses in the summer."

LoveShackFancy has faced criticism for its lack of diversity in its marketing going back to 2020, which the brand addressed in an Instagram post at the time. Cohen said before the presentation that the label has "made such strides," and pointed to its joining the 15% Pledge as an example.

Fittingly perhaps, the fall 2023 collection's overarching theme was evolution. "Our girl is growing up," Cohen said. "She's traveled the world, she's the last one on the dance floor. She's this sweet girl who has a bit of an edge now. Before she was innocent, now she's evolved. She wants to mix in that edge for fall. She's carefree, she's spontaneous, she's loved and lived and is evolving into that."

• Format: Paperback
• Language: English
• ISBN13: 9798377976165
• Release Date: January 1
• Publisher: Independently Published
• Length: 36 Pages
• Weight: 0.31 lbs.
• Dimensions: 0.1" x 8.5" x 11.0"