“Storytelling is in my DNA,” said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy during an interview shortly after the opening of her new flagship Sag Harbor location. “Each LoveShackFancy piece has its own story. Consumers connect with a dress or blouse or any item then they leave the store and make their own wonderful stories — at parties, at the beach, and just living life.”
Cohen founded LSF in 2013 while working as a fashion editor and after designing bridesmaids’ dresses for her own storybook wedding. Her previous career is perhaps one reason storytelling is so much a part of LoveShackFancy, but it is a convergence of so many other factors that bring the LoveShackFancy brand to life: her love of travel, romance, and all things tactile, including a lust for the lacy, vintage, and whimsical. “It was my mom’s love of vintage that ignited my passion for design, fabric, and creating,” she added. Her first retail store was a smaller space on the East End.
Cohen is always on the hunt for timeless prints, especially those from the 1800s that truly exemplify her brand. She is inspired by an endless array of these discoveries and the people and places in her life. She then reinterprets these designs to create one-of-a-kind fashions, home accessories, and all things LoveShackFancy. The company is quickly growing and now has a total of 14 locations in cities around the country.
Forming sincere bonds — connecting with customers — is just a part of LoveShackFancy’s mission and what she is all about. Cohen and her team make sure each store speaks to the community at the local level, bringing in beloved community touches unique to that city, thereby creating a true hometown experience that also transports fans to Rebecca’s world of travel, including France, England, and other destinations. Recently, for the Nashville opening, the company designed a pink music-themed storefront, capturing the city’s rich musical roots. As is representative of LoveShackFancy’s understanding of what it takes to be successful, they brought in a local artist to feature in the store.
Back closer to home in Sag Harbor, you would think Cohen and her team would find inspiration from the beach, and they do — but it goes so much further for LoveShackFancy at the new Sag Harbor location. The 2,250-square-foot, two-story location features exposed brick, natural wood, a molded fireplace, and architectural details more commonly found in an antique-filled, beloved farmhouse. “It’s all about incorporating the warmth of home in Sag Harbor and the Hamptons,” explained Cohen. There is an upstairs private salon for special events and collections and a new girls/teen line inspired by her own life. “My daughters, Stella and Scarlett, are now nine and 11,” she shared. “I see the trajectory of my life in my brand.”
LoveShackFancy now goes way beyond its original roots and it is clear she always has her finger on the pulse of the newest trends and how to reach all age groups. “This new teen line, home collection, and collaborations with so many major brands further our bond with our A-List and celebrity followers. Fans can’t wait to see what’s next — including LSF fragrances, beauty, and activewear.” Recent collaborations include working with Hurley — a well-known surf apparel company, perfect for the season and beyond. The hottest item this summer? “Our little sequin black dress is flying off the shelves.” And LoveShackFancy vending machines are coming to college campuses nationwide.
“The Sag Harbor location is truly a destination,” added Cohen. She speaks with passion during our interview — she’s about all things romantic, and love of life.
LoveShackFancy is located at 3 Madison Street in Sag Harbor and 11 Main Street in Southampton.
