LoveShackFancy’s original hand dyed and printed silk dresses and separates feel like the perfect dreamy wardrobe for what designer Rebecca Hessel Cohen described as “dancing barefoot in the garden under the moonlit summer night”.  Slipping on a LSF dress feels like returning to one of your most favorite and feminine vintage pieces.  Now with a new collection for little girls, both Mommy + Me can slip from the beach to a party with the most casual of ease.  We caught up with former Cosmopolitan fashion editor turned designer Cohen to learn more about whats in store for the brand.

What was the impetus for starting LoveShackFancy?

It all started when I planning my wedding. I was searching for the perfect bridesmaid dresses and simply couldn’t find, so I decided to make my own. I went to a pattern maker in NYC and we created these beautiful halter chiffon gowns. I was getting inquires, so I started playing with the idea of a capsule collection: a single layer dress, a top and a skirt. Everything was made to be super simple and easy — the perfect pieces to throw in your suitcase. It kept growing organically, so I decided to create the brand.

 

Flora Dress, $495

Who is the LSF customer?
She is effortlessly chic and lives in dreamy world. She is all the incredibly inspiring women around me. My mom and my daughters are both a huge part of this brand, so they’ve helped to shape who our customer is. She is running from the city to the beach with ease.

Lilian Dress, $495

How much does spending time by the beach inspire the collection? 

I am so inspired by my time out at the beach. I try to be out there as much as possible, especially during the summer. From the very beginning of LoveShackFancy, we have hand dyed our pieces out here and still continue today. The team will all come out to the beach together and we’ll hand dye garments together all day. My girls will join and we’ll all have so much fun together and be inspired. We’ll also spend hours digging through vintage treasures and gems. I share a lot of this on Instagram feed and stories.

Do your daughters weigh in on the Mommy + Me Collection?

Of course! They love playing a part in the design process and giving their input. They are 2 and 5 and already have such a strong sense of what they like.

How did you decide on opening up the store in Sag Harbor and do you anticipate opening additional stores?

There really wasn’t another option — to me it was always Sag Harbor and naturally we would open in the Hamptons first. I had my first pop up shop for a few weeks at the old Welllnest store (now Buddhaberry) before we officially launched LoveShackFancy as a brand. I was hand dying individual dresses and skirts in our backyard and we had this magical dress garden in the back of the shop. We sold so many dresses and it was a big success. I loved spending days and nights at the shop — I always missed those days. So when it became time to actually open our first shop, this was really the most organic and natural location for us to choose.  It feels like home. The store is meant to be an extension of my home — our collection plus many additional vintage pieces we’ve bought and sourced along the way that help complete the lifestyle.

Coralie Dress, $375

I’ve grown up in Bridgehampton since I was a little girl and now I bring my daughters to our house in Sagaponack. It’s our happy place and it felt like the natural choice of location. My whole family is involved in some way or another, so really there was no other option for us besides Sag Harbor for our first retail location. We love the intimacy, charm and neighborhood feel. The architecture of the shops and restaurants fits with our aesthetic—cottage, eclectic romantic and old world- the perfect synergy for the LoveShackFancy experience. The location is really serendipitous to the founding of the company and everything happened at the perfect time.

What’s next for the brand?

So much! We’re launching Swim for Resort 2019 in November and we are super excited about it. It felt like the perfect, natural next step for the brand.

Shop the LoveShackFancy Collection here.

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