Rebecca Hessel Cohen of LoveShackFancy on Creating a Dreamy, Ultra-Feminine Universe

LoveShackFancy’s ruffles and pink aesthetic are everywhere today. Founder Rebecca Hessel Cohen started her business selling dresses out of the trunk of her car and now runs one of the most recognized brands today. Her customers love her vision of playful dresses with vintage-inspired details and flattering silhouettes, which she has expanded into many categories so they can fill their lives with LoveShackFancy. On the occasion of the opening of her new boutique in Sag Harbor, she talks to us about her career path, the challenges she’s overcome along the way, and her future plans.

You began your career as an editor at Cosmopolitan. What inspired you to leave the magazine industry and start LoveShackFancy?

I never intended to start a fashion line. It actually started with designing my bridesmaid dresses. I wanted a dress that would suit everyone—from the beach to the ballroom—and be your best dance partner. That’s how our first dress became: the Love Dress! I’ve always had a passion for storytelling, which led me to my career in editorial. I’ve since channeled that passion into my own brand.

How do you envision LoveShackFancy (or a future project) in 10 years?

I expect LoveShackFancy to have evolved with our lives and those of our customers just as it has since the beginning. What’s special about this brand is that it has naturally evolved with my life—from my wedding to the birth of my children to creating mommy-and-me clothing and home goods. It’s been a constant evolution, and I expect it will evolve even more throughout our lives.

How did you start LoveShackFancy?

The brand concept evolved into eight timeless dresses: Ruffle Mini, Racerback Tank, The Love Dress, The Fancy Dress, and The Shack Dress. We started by hosting pop-ups and trunk shows in the Hamptons. We began selling in department stores and then opened our first LoveShackFancy boutique in Sag Harbor.

What makes your pieces so special?

I’ve always been a lover of vintage fashion, which was a huge inspiration for this brand. Each piece is rich in exceptional details, from intricate lace to custom embroidery, motifs, tulle with playful hand-dyed fabrics, and vintage-inspired prints. These pieces represent unabashed femininity and are timeless keepsakes that can be passed down from generation to generation.

What was the inspiration for the name?

The idea actually came from my mother. As vintage collectors, we wanted to start an online prop styling business from her home in Bridgehampton. My mother designed various homes and called them “Love Shacks.” We did a shoot for British Magazine, and someone said it’s called “Love Shack,” but it’s called “Love Shack Fancy,” and she liked that. When I started this brand, I thought of a million names, and nothing felt right except LoveShackFancy.

Does LoveShackFancy have a particular message you'd like to share with the world?

We believe in living unapologetically femininely, staying true to yourself, and celebrating womanhood! Living every day to the fullest while always feeling empowered is what we hope wearing our clothes conveys to you.

What challenges did you face while starting LoveShackFancy?

Every turning point in starting this brand was challenging, but ultimately led to our growth and success. One challenge for me was our dependence on department stores. I had so many ideas and designs I wanted to execute, and what we sold depended on those stores. Fear also played a big role in the beginning. I was selling clothes out of the trunk of our car and constantly wondering if it was worth it. What got me to where we are now, however, was surrounding myself with people who believed in me and my vision and pushed me to rise above obstacles and succeed.

What has been your most defining moment since starting your brand?

There have been so many… I would say probably our spring presentation during Fashion Week in September. It was just incredible to see the collection come to life and have all of our supporters together in one place to celebrate. And more recently, I have to mention our article in The New York Times! That was truly the most surreal moment for me and one I will cherish forever.

You're expanding and opening Many new stores are opening. What triggered this expansion?

Our customers’ demand! It’s been so amazing and rewarding to bring our brand to so many cities across the country. The growth of this community over the years has been incredible. Opening a new store in a new city and seeing all the fans coming to support us and obsessing over the brand is still so unreal. We are so grateful.

How do you express the LoveShackFancy universe in retail?

Much of who we are and how we convey that is reflected in our stores. Each store is unique to its city but embodies the world of LoveShackFancy with feminine pink walls, fresh flowers, and custom pieces curated for each boutique. Our stores allow us to build a close community and relationship with our customers.

You describe your stores as experience-oriented. What does that mean to you?

Our stores offer a complete LoveShackFancy experience. When customers enter the store, they are immersed in our world. They allow us to express who we are and what inspires us. In each store, you’ll find elements and pieces that are unique to each city. For example, in our newest store in Nashville, we have one-of-a-kind, custom-made vintage Nashville T-shirts. I also enjoy supporting smaller designers and brands by hosting their weekly trunk shows in our store.

What are your most popular categories?

Our most popular category is definitely our dresses and skirts! They’re so timeless and special. Each piece is designed to be loved by every generation.

Are there any plans for new categories?

We’re currently gearing up to launch an expansion of our home collection this month, which I’m really excited about! We’re also launching the most beautiful sunglasses this summer. We have a few more exciting collaborations in the works that we can’t announce yet, but hopefully soon!

What are your most iconic designs?

Our most iconic designs are definitely our Natasha mini dress and our ruffle mini skirt—they’re definitely fan favorites!

What do you wish you'd known when you started?

If I could go back and talk to myself when I started, I would tell her to trust her gut and believe in herself completely. When you start a brand, there’s a lot of hype, and all sorts of people tell you what to do. I think the key to success is staying true to your vision and beliefs.

You went viral on TikTok through Sorority Rush videos. What did that mean for your business?

When I first saw it, I didn’t want to share it with anyone because I didn’t want to be pigeonholed. But after digging into it for a while, I realized it was so inspiring to have a whole new age group and customers we didn’t originally know so excited about the brand. It’s brought us tremendous growth, and we continue to work on expanding our presence on the app.

You’re opening a boutique in Sag Harbor. What does this store mean to you? How do you think it fits into the local community?

Our Sag Harbor store was the first boutique we opened that really put our brand on the map! I grew up in Sag Harbor, and the community is very dear to my heart. Having a LoveShackFancy home here has always been important to me. This new store is a significant testament to our growth! We want to create an even larger, more dedicated space that represents the all-encompassing world of LoveShackFancy. The Sag Harbor community is behind the brand and plays a huge part in who we are as a brand. We’re grateful to continue growing here and hope this space brings our community together even more.