NYFW Featured Designers- LoveShackFancy: Evolution of a Cult Brand

Photos courtesy of *LoveShackFancy*
Credit: Jason Lloyd Evans / Jones Gustavsson

Covered By Janine Silver

First Published 28/03/2023

Location: New York

LoveShackFancy presented it’s Fall 2023 collection during New York Fashion Week, and it was a celebration of the brand's evolution. Upon entering the room, guests were greeted by an orchestra playing modern music, multi-color roses, and pink balloons, giving the space a modern-day Bridgerton feel.

The collection features a mix of the brand's signature pink frills, bows, and ruffles, but with a more mature twist. The brand's founder, Rebecca Hessel Cohen, says that "our girl is growing up. She's travelled the world, she's the last one [left] on the dance floor. She's this sweet girl who has a bit of an edge now." This evolution is reflected in the collection's twill suiting in pale rose, black velvet military jacket and sequined pants, and a camel and a pink plaid tailored coat. The brand's signature pink frills are still present but are balanced out by edgier details like gunmetal crystals, raw edges, and leather jackets.

LoveShackFancy's Fall 2023 collection draws inspiration from Rebecca Hessel Cohen's time studying in London, a city known for its fashion-forward street style. This inspiration is reflected in the collection's mix of preppiness and edginess, a perfect representation of the "shipwrecked" aesthetic that the brand has become known for.

One standout piece from the collection is the bespoke one-shoulder taffeta lavender gown with a highlow hem featuring a train and rosette detailing. Another is a white bridal outfit made from upcycled 1930s lace, a perfect representation of LoveShackFancy's commitment to sustainability.

The hair and makeup look perfectly complemented the collection's whimsical yet edgy vibe. Lead hairstylist Jon Reyman of Spoke & Weal salons and guest artist for Aveda, created a 90s Kate Moss-inspired look, with messy, yet purposeful waves that were light and airy to match the LoveShackFancy aesthetic. He used Aveda Pure Abundance Style Prep and Control Force to give the hair a lived-in, cool-girl texture. While Cassandra Garcia, lead makeup artist with Bobbi Brown, opted for a pretty pink blush to the cheeks, paired with a matte lip color and a crisp black winged liner for a touch of edginess to the pale pink look. The lips were coated with Bobbi Brown Boss Pink Luxe Matte Lip Color, while the cheeks were adorned with Pale Pink Pot Rouge, a glowing cream blush. The models' skin was highlighted with Illumination Moisture Balm for a lit-from-within glow.

LoveShackFancy’s unique and Instagrammable aesthetic combined with their commitment to sustainability has helped them find massive popularity among fashion lovers of all ages.