Chances are you’ll already know Rebecca Cohen, and should you don’t, effectively – we’re keen to guess her model. LOVESHACKFANCY.
Sure – the extremely girly, whimsical line of trend, perfume and residential decor that makes you are feeling such as you’ve stepped right into a magical wonderland.
Rebecca is the founder and artistic director of LoveShackFancy, the long-lasting way of life model recognized for its romantic, nostalgic, and effortlessly female aesthetic. Impressed by classic treasures, journey, household, love and femininity, Rebecca weaves storytelling into all the things she creates.
You will have met her on this episode of The HIM & HER Present however on this publish you’ll learn the way LSF began, its natural branding, what’s subsequent, and the way Rebecca takes care of herself as a founder and mom of two women. Plus, we’re sharing Lauryn and Zaza’s favourite LSF items – assume pink bows and ruffles.
With that, let’s welcome Rebecca to the weblog.
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Contained in the Dreamy World of LoveShackFancy
Inform us a bit of about your self and the way LoveShackFancy got here to be.
Rebecca Cohen: Greater than twelve years in the past, I made a hand-dyed halter costume for my bridesmaids for my wedding ceremony. On the time, I used to be the Senior Style and Magnificence Editor at Cosmopolitan, and fully immersed on the planet of magnificence, model, and storytelling. And from that one costume, a small line that grew, piece by piece, right into a full way of life model rooted in all the things I really like: nostalgia, femininity, and pleasure.
Rising up in New York I used to be surrounded by creativity (and fairly actually within the trend closet), as my mother was the Artistic Director at Seventeen journal. From her, I realized early on concerning the energy of storytelling and celebrating each little second. Quick-forward to now, and LoveShackFancy spans ready-to-wear, residence, magnificence, tweens, and women. Each floral print, bow, and ruffle carries that very same sense of caprice and celebration that began all of it. Our immersive boutiques (we’ve over 25 now throughout the U.S. and London!) are like stepping right into a dream and every one tells its personal story.
I reside within the West Village with my daughters, who encourage me endlessly, and my husband Todd, my accomplice in all issues. LoveShackFancy is actually an extension of our lives: romantic, playful, and at all times stuffed with love. It’s about creating these moments that make on a regular basis life really feel particular.
LoveShackFancy is romantic and dreamy, whereas being elegant and refined. How did the model develop this persona?
RC: I’m a romantic at coronary heart, I rejoice all the things and I’ve at all times cherished classic items, journey, florals, and candy reminiscences from childhood—all of which reside on the coronary heart and soul of LoveShackFancy. From the beginning, I needed to create items that felt dreamy and nostalgic, actual and lived-in, fantasy and on a regular basis life.
Each assortment begins with emotion and storytelling because it’s by no means nearly designing garments; it’s about capturing a sense. Through the years, our world has grown, however that sense of romance and femininity has by no means modified. Whether or not it’s a costume, a boutique, or a perfume, all the things we create is supposed to move you.
How did you zone in in your branding? Everybody can spot a LSF product, and even Instagram publish straight away! What are the highest 2-3 most vital components that make a model distinctive?
RC: “That’s so LoveShack!” Is one thing we are saying typically and at this level has virtually change into an adjective. However the fact is, I by no means got down to construct a model. LoveShackFancy was by no means about “branding.” It was about constructing a world stuffed with love, magnificence, and connection and all of it occurred organically: one costume, one photograph, one shade of pink at a time, particularly as I had my daughters, who’ve been my perpetually muses. I used to be simply following what I cherished: classic treasures, bows, ruffles, florals, dreamy, nostalgic issues. As LoveShackFancy grew, individuals began to say they might spot a costume, a procuring bag, or perhaps a occasion from a mile away, and I knew we’d created one thing particular.
Listed below are a couple of of our model codes that make all the things so LoveShack:
Pink. Each shade conceivable. It’s our love language.
Florals. Our LoveShackFancy library consists of over 2000 signature floral prints
Bows. On all the things from our retailer moldings to the hems of our skirts.
Celebration. If it doesn’t make you really feel one thing, it’s not LoveShack.
Femininity. We consider femininity is energy.
Woman energy. The last word women’ membership—girls supporting girls, at all times.
LSF has expanded its classes and is now in Dwelling, Magnificence and Youngsters/Teen. How have you ever maintained the model’s stunning aesthetic and voice whereas increasing into these areas?
RC: As LoveShackFancy evolves, we at all times come again to our core codes. Whether or not it’s a costume, a candle, or a ruffled pillow, all of it has to really feel LoveShack. The colour palette, the textures, the whimsy is all a part of our DNA and there are a lot of iterations of that. Subsequently, increasing into Dwelling, Magnificence, Tween/Teen, Cafes (!) and past, has felt completely pure as a result of it’s simply extra methods to reside the LoveShack life. Every bit, scent, and house nonetheless tells a narrative… It’s only a new chapter.
As a mom to 2 women, what’s a high quality you could have as a lady in enterprise that you simply hope they inherit?
RC: My work ethic. I’ve at all times been a tough employee and actually by no means cease. I imply, I used to sleep with my BlackBerry again within the day (not one thing I like to recommend, nevertheless it undoubtedly sums up my twenties). I simply hope my women see that and know they’ll create something in the event that they put their coronary heart (and their hustle) into it.
I additionally need them to belief their instincts—that little internal voice is all the things. And lastly, I need them to encompass themselves with individuals who carry them increased. The appropriate power, the proper assist system is all the things.
You’ve gotten quite a bit in your plate as a working mother and enterprise proprietor. Do you could have a selected morning routine or nightly ritual that units you up for the day forward?
RC: With two women, a enterprise, and 1,000,000 transferring components, day-after-day appears to be like a bit of completely different. That mentioned, I’m far more of an evening owl than a morning particular person. At evening, I really like hanging out with my family and friends, or going by way of outdated images with a bit of glass of wine—it’s my model of unwinding. And within the morning? Let’s simply say my Mint Curler is my finest good friend for de-puffing earlier than the day begins.
You’ve gotten unbelievable pores and skin. Are you able to inform us about your skincare philosophy and sweetness must-haves?
RC: I was the worst at skincare. I’d sleep with my make-up on and neglect to clean my face. However over the previous couple of years, as my daughters have gotten into magnificence and skincare, they’ve taught me to take higher care of my pores and skin.
My skincare philosophy is easy: I really like something that feels clear, recent, and a bit of luxurious. I swear by my merchandise from The Magnificence Sandwich, and I by no means journey with out my Skinny Confidential Mint Curler and eye patches, my go-tos for depuffing and a fast glow-up.
Are there any wellness practices you swear by?
RC: I’m not a chilly plunge lady but (by no means say by no means), however I’m obsessed with lymphatic drainage massages and facials. They simply make me really feel alive, and, let’s be sincere, snatched. It’s the quickest option to de-puff, reset, and really feel like I’ve slept for twelve hours after I undoubtedly didn’t. That’s my type of wellness.
What’s subsequent for LSF? Are you able to inform us any thrilling issues to look out for?
RC: There’s actually a lot occurring, it’s arduous to even hold monitor! We’ve some actually thrilling collaborations arising for the vacations (can’t spill simply but, however they’re so LoveShack). Assume sparkle, celebration, and some surprises you’ll undoubtedly need below your tree. We’re additionally persevering with to increase our world with new shops, new classes, and much more methods to reside that LoveShack life. It’s all about creating moments that really feel particular, romantic, and enjoyable.
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Be sure you hearken to Rebecca on the present the place she shares her favourite locations to buy classic, how she navigated large model development, the facility of storytelling and pivotal moments which have formed the dreamy world of LoveShackFancy.
Need much more LSF + Rebecca? Join our e-newsletter to get her journey rituals straight to your inbox.
Earlier than we depart, Lauryn and Zaza completely adore the LSF…
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