Love, Lace & Luxury: How Rebecca Hessel Cohen Built the LoveShackFancy Empire
From a Wedding Day Dilemma to a Multi-Million Dollar Brand—Here’s How She Did It
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Picture this: You’re getting married, you want your bridesmaids to look ethereal, effortlessly chic, and timelessly romantic—except everything on the market screams generic. That was Rebecca Hessel Cohen’s bridal predicament back in 2010. But instead of settling for what was available, she did what every fashion-savvy problem solver does: she made her own.
Little did she know, those dreamy, vintage-inspired dresses would become the foundation of LoveShackFancy, the brand that’s now practically a religion for girly-girls who love ruffles, florals, and a touch of nostalgia. What started as a just-for-fun side project turned into a global fashion empire with flagship stores, viral collaborations, and even its own fragrance line (because smelling like a cottagecore fantasy is a must, obviously).
But how did Rebecca go from fashion editor to founder of a multi-million-dollar brand that sells out faster than a Hamptons beach rental in July? Let’s break it down…
Step 1: Turn a Personal Need into a Business
Before launching LoveShackFancy, Rebecca was an editor at Cosmopolitan, covering fashion and lifestyle trends—so she already had a front-row seat to what made a brand stand out. But her real “aha” moment happened during her wedding planning when she struggled to find bridesmaid dresses that matched her love for vintage, romantic aesthetics.
Instead of compromising, she worked with a seamstress in NYC’s Garment District to create exactly what she wanted. The dresses turned out to be such a hit that friends (and strangers) started asking where they could get their hands on one.
Seeing the demand, she did what any smart entrepreneur would do: she said, “Why not?” and launched LoveShackFancy in 2013. The name was inspired by a combination of her mother’s Hamptons beach house sign (Love Shack) and the British slang term fancy—because who doesn’t want a little fancy in their life?
Step 2: Sell Like Your Business Depends on It (Because It Does)
Rebecca didn’t wait for people to discover LoveShackFancy—she hit the ground running, quite literally, selling her designs out of the trunk of her car in the Hamptons.
This wasn’t just a romanticized “founder story” moment—it was a strategic move. Hosting trunk shows allowed her to:
Get direct customer feedback
Build a cult following (before Instagram influencers were a thing)
Prove there was a real demand before scaling production
While fashion industry insiders might have dismissed ultra-feminine designs as too niche, Rebecca knew better. She leaned into the aesthetic, creating a signature brand DNA: ruffles, florals, pastels, and a dash of nostalgia. Love it or hate it, you know a LoveShackFancy dress when you see one.
Step 3: Make Shopping an Experience, Not Just a Transaction
LoveShackFancy’s first brick-and-mortar boutique opened in Sag Harbor in 2018, and let’s just say, it wasn’t your average retail store—it was an experience.
The store was dripping in vintage furniture, floral wallpaper, and romantic decor, giving customers the feeling of stepping into a dreamy countryside escape (aka, an Instagrammer’s paradise).
It worked. Customers didn’t just come to shop—they came to live the LoveShackFancy fantasy. The brand quickly expanded to over 17 locations, each one designed to reflect its unique setting while keeping the core aesthetic intact.
Step 4: Collaborate, Collaborate, Collaborate
If there’s one thing that can catapult a brand into mainstream stardom, it’s a strategic collab—and LoveShackFancy has had some major ones.
Gap x LoveShackFancy → Sold-out in seconds, thanks to nostalgic Americana meets floral femininity.
Pottery Barn x LoveShackFancy → Because why stop at clothes when you can deck out your entire bedroom in pastel perfection?
LoveShackFancy x Barbie → A literal pink fever dream, proving the brand was made for the Barbiecore craze.
These collaborations weren’t just about slapping a logo on another product—they expanded LoveShackFancy’s audience beyond fashion lovers to home decor enthusiasts, parents, and even Gen Z trendsetters.
Step 5: Dominate Social Media (Without Feeling Like You’re Trying Too Hard)
LoveShackFancy didn’t just use social media—it mastered it.
Instead of relying solely on traditional ads, the brand created an aesthetic-driven Instagram and TikTok presence that feels less like a marketing campaign and more like a lifestyle.
Soft-focus, dreamy imagery? Check.
Behind-the-scenes peeks at Rebecca’s life? Check.
Viral TikTok moments (hello, #BamaRush)? Big check.
And let’s not forget the power of the influencer effect. LoveShackFancy became a staple for fashion-forward content creators, Sorority Rush TikTokers, and celebrities who wanted in on the fairytale vibe.
Step 6: Expand Beyond Fashion (Because, Why Not?)
The next natural step? Fragrance & beauty.
In 2023, LoveShackFancy launched a signature fragrance line, bringing the brand’s signature “dreamy, feminine, floral” identity to the beauty industry. Selling at Sephora, the perfumes have been a hit, proving that LoveShackFancy isn’t just about dressing a certain way—it’s about living the brand.
The Takeaway: LoveShackFancy Isn’t Just a Brand, It’s a Lifestyle
So, what’s the secret sauce behind LoveShackFancy’s meteoric rise?
Solving a personal problem that had mainstream appeal
Building a cult following through grassroots sales
Creating an immersive shopping experience
Leveraging powerful collaborations
Mastering social media and influencer marketing
Expanding into new categories to become a full lifestyle brand
Rebecca Hessel Cohen didn’t just build a business—she built a world that customers want to be part of. And in the era of “community-driven commerce,” that’s a strategy worth taking notes on.
Will LoveShackFancy continue its reign as the go-to brand for all things whimsical? If history (and TikTok trends) tell us anything, the answer is a very ruffled, floral-covered, pastel-hued YES.
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