Over the last seven months, LoveShackFancy founder Rebecca Hessel Cohen has launched bridal, collaborated with Bandier and Target, expanded brick-and-mortar stores in California (one on Melrose Place, the other in Newport Beach — with plans to open their Madison Avenue location in November), all amidst the pandemic.
Now the designer is unveiling one of her most robust collections to date for the spring 2021 season via a runway-meets-editorial film. “It was my mother’s idea, which it usually is,” quipped Hessel Cohen via Zoom.
“We always talk about doing something out here [in the Hamptons]. We wanted to do something that brings everyone to the garden, to our home, where we’re constantly shooting, constantly designing.”
The LoveShackFancy bohemian, romantic and utterly girly élan has always stemmed from Hessel Cohen’s life, home, family, kids and friends. For spring, the founder displayed the brand’s optimistic lens through a rainbow of colors in fashions that ranged from cozy cute to more dressed-up and feminine.
“Essentially, you cannot wear any of these clothes and not feel happy,” she expressed. Within the film, models emerge runway-style into Hessel Cohen’s “dining shed,” located in the back of the house she grew up in, donning vintage-inspired and hand-painted printed frocks — little ditsy strawberry prints mixed with cherries, a mélange of wildflowers, plaid and tie-dye — layered with a fabulous array of knitwear.
Spring knits and sweaters with hearts and florals or massive braided details top little cotton pointelle outfits and denim twill offerings. The collection included lace bridal offerings as well as playful, massive tulle and lace layered “cupcake” dresses. Overall, the collection’s expanded offering of cheerful, cozy attire melded wonderfully with the brand’s signature, dressed-up looks.