It’s possible you’ll already know Rebecca Cohen, and if you happen to don’t, properly – we’re prepared to wager you already know her model. LOVESHACKFANCY.
Sure – the extremely girly, whimsical line of style, perfume and residential decor that makes you’re feeling such as you’ve stepped right into a magical wonderland.
Rebecca is the founder and inventive director of LoveShackFancy, the long-lasting life-style 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 pieces she creates.
You might have met her on this episode of The HIM & HER Present however on this submit 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 – suppose 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 slightly 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 marriage ceremony. On the time, I used to be the Senior Vogue and Magnificence Editor at Cosmopolitan, and fully immersed on the earth of magnificence, type, and storytelling. And from that one costume, a small line that grew, piece by piece, right into a full life-style model rooted in all the pieces I really like: nostalgia, femininity, and pleasure.
Rising up in New York I used to be surrounded by creativity (and fairly actually within the style closet), as my mother was the Inventive Director at Seventeen journal. From her, I discovered early on in regards to the energy of storytelling and celebrating each little second. Quick-forward to now, and LoveShackFancy spans ready-to-wear, dwelling, 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 have now over 25 now throughout the U.S. and London!) are like stepping right into a dream and every one tells its personal story.
I stay 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 crammed 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 character?
RC: I’m a romantic at coronary heart, I have a good time all the pieces and I’ve at all times cherished classic items, journey, florals, and candy reminiscences from childhood—all of which stay 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 pieces we create is supposed to move you.
How did you zone in in your branding? Everybody can spot a LSF product, and even Instagram submit straight away! What are the highest 2-3 most essential parts 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 crammed 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 without end 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 purchasing bag, or perhaps a occasion from a mile away, and I knew we’d created one thing particular.
Listed here are a number of of our model codes that make all the pieces 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 pieces 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 imagine femininity is power.
Lady energy. The last word women’ membership—girls supporting girls, at all times.
LSF has expanded its classes and is now in Dwelling, Magnificence and Children/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. Due to this fact, increasing into Dwelling, Magnificence, Tween/Teen, Cafes (!) and past, has felt completely pure as a result of it’s simply extra methods to stay the LoveShack life. Each piece, 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 might have as a girl in enterprise that you just 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, but it surely 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 inside voice is all the pieces. And lastly, I would like them to encompass themselves with individuals who carry them greater. The fitting power, the best help system is all the pieces.
You will have loads in your plate as a working mother and enterprise proprietor. Do you might have a particular 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 seems slightly completely different. That stated, I’m far more of an evening owl than a morning individual. At night time, I really like hanging out with my family and friends, or going via previous pictures with slightly glass of wine—it’s my model of unwinding. And within the morning? Let’s simply say my Mint Curler is my greatest pal for de-puffing earlier than the day begins.
You will have unbelievable pores and skin. Are you able to inform us about your skincare philosophy and wonder 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 few 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 straightforward: I really like something that feels clear, recent, and slightly 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 woman but (by no means say by no means), however I’m obsessed with lymphatic drainage massages and facials. They only make me really feel alive, and, let’s be trustworthy, snatched. It’s the quickest approach to de-puff, reset, and really feel like I’ve slept for twelve hours once I undoubtedly didn’t. That’s my sort of wellness.
What’s subsequent for LSF? Are you able to inform us any thrilling issues to look out for?
RC: There’s truthfully a lot occurring, it’s onerous to even preserve observe! We have now 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 underneath your tree. We’re additionally persevering with to increase our world with new shops, new classes, and much more methods to stay 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 progress, the ability 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 go away, Lauryn and Zaza completely adore the LSF…
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