LoveShackFancy's tenth year in business has been a busy one. This month alone, the fashion brand has launched a product collaboration with Gap and announced an expansion to the beauty category. Its first fragrance will hit Sephora stores on September 6, six days before its New York Fashion Week presentation-slash-party.
It's safe to say that LoveShackFancy's feminine, flirty, vintage-inspired look has caught on. And steering its popularity is founder and creative director Rebecca Hessel Cohen. As she describes on this week's episode of the Glossy Podcast, her growth strategy for the brand includes "taking its iconic prints, colors and sensibility, and bringing it to life in different categories, price points and markets."
Before Gap, LoveShackFancy's brand collaborators included Target, American Girl, Bogner and Ford Bronco, among others. And, following fragrance, there's no telling what categories the brand will tackle next.
"Our customers want [LoveShackFancy] wine, champagne, and even hotels and restaurants," Hessel Cohen said, referencing a recent social media poll by the brand. "So, you never know. It's just all exciting and fun — and sometimes, the more unexpected, the better."