A Favorite Fashion Brand: Love Shack Fancy
Inspired by femininity and vintage fashion Love Shack Fancy is taking the fashion industry by storm. The brand was founded in 2013 by former Creative Director of Seventeen magazine Rebecca Cohen. Rebecca’s idea for the brand came about after noticing a gap in the market while she was searching for the perfect bridesmaid’s dresses for her own wedding. Having been unable to find dresses that matched her exact vision, Cohen decided to design her own. In no time at all, the brand began to take off. Within the first year of the brand’s launch, Cohen partnered with Gwyneth Paltrow and her brand Goop as well as Julia Roitfeld and her brand Romy and the Bunnies.
As opposed to many leading brands in the industry which are trend focused Love Shack Fancy appeals to its consumers in a unique way. The brand provides a unique point of view that does not encourage consumers into purchasing seasonal pieces, instead the brand draws on influence of vintage inspired pieces that will stand the test of time. “I like to think that Love Shack Fancy is a brand that’s an investment, it can be passed on for generations – to your daughters, friends, I want every dress to tell a story.” (Choen, 2019)
In most of its history, Love Shack Fancy has focused exclusively on consumers between the ages of 25 and 40 years old. However, with the rapid rise of TikTok Love Shack Fancy has become extremely popular with gen Z consumers. Notably the brand has become most popular throughout sorority recruitments in Alabama known as “rush” which became a viral sensation on TikTok within past years. Love Shack Fancy has seen a turn in sales with now over 50% coming from gen Z consumers.
Since Love Shack Fancy’s viral sensation on TikTok the brand has begun to evolve to cater to its new demographic, LSF have taken advantage of its new popularity with gen Z and students. Their most recent efforts include their new special accessories vending machines that can be found in universities across the United States.
Growing up in the age of social media and the rapid rise of fashion trends, I was constantly teased for not being cool or being too girly, and I concealed that aspect of myself through my teenage years. To me Love Shack Fancy is a brand unlike many others. It has given me an outlet to express and not be ashamed of my femininity.