LoveShackFancy: Building a Universe for the Young and Young at Heart

Rebecca Hessel Cohen, the creative mind behind LoveShackFancy, envisions a world where newborns are swaddled in floral onesies with delicate lace trims instead of traditional hospital blankets. What started as a collection of bridesmaids’ dresses for her own wedding has blossomed into a whimsical universe encompassing mommy & me ensembles, homewear, and even fragrant body mists. With a goal to cater to customers from cradle to grave, Hessel Cohen focused on the youthful spirit in her latest pre-fall 2026 collection, targeting women who effortlessly pair Golden Goose sneakers with ruffled skirts, take leisurely “hot girl walks” in floral tennis dresses, and daydream of summer escapades in Sag Harbor and Saint Tropez.

LoveShackFancy’s ultimate mission is to cultivate a devoted following across generations. Hessel Cohen shared, “When I began hosting pop-ups, I was in my late twenties. Over time, our clientele aged, and soon our daughters were raiding our closets for LoveShack pieces. It became a trend for the younger generation to sport their moms’ beloved garments.” In the pre-fall line, she observed a trend where “mothers flaunt the attire on vacation while daughters don the pieces for outings.”

The collection stays true to LoveShackFancy’s signature elements—romantic lace, cascading ruffles, and charming bows—while also weaving a narrative through the designs. Patchwork minidresses in patriotic hues cater to the Palm Beach crowd, while candy-colored separates aim to captivate the Malibu set. Those enamored by the bohemian resurgence inspired by Chloé will find solace in a “soft Virgin Suicides, very British girl” aesthetic, while envisioning a free-spirited Lila Moss-esque figure reveling in Ibiza wearing gold crocheted halters and beaded ensembles.

Though it may seem improbable for a single customer to embody all these personas, Hessel Cohen remains steadfast in her vision. As she perused the racks in her ethereal showroom, she quipped, “I need to try on some of these pieces—see which samples I can bring on my upcoming St. Barts getaway.”