If Rebecca Hessel Cohen had it her method, new child infants would bypass hospital-issued blankets for ditsy floral LoveShackFancy onesies with lace-trimmed Peter Pan collars. The designer has grown her enterprise from the bridesmaids’ attire she made for her personal wedding ceremony right into a small universe, spanning mommy & me getups, homewear, and even physique mist. However whereas LoveShackFancy goals to construct a clientele from cradle to grave, Hessel Cohen catered particularly to the younger along with her pre-fall 2026 assortment—the sorts of girls who put on Golden Goose sneakers with their tiered ruffle skirts for rush, who take “scorching woman walks” in floral tennis attire, and spend the summer season bopping between Sag Harbor and Saint Tropez, or not less than wishing they have been.
Her actual, long-term objective is to create generations of LoveShack fanatics. “Once I began doing pop-ups, I used to be in my mid-to-late twenties,” she stated. “We began getting older, after which our daughters began stealing the garments from our closets. Then it turned cool that they have been taking their mothers’ LoveShack items.” For pre-fall particularly, “The mothers are carrying it on trip, and the ladies are carrying it out,” she stated.
The entire LoveShack staples are current on this assortment—lace, ruffles, and bows galore—however Hessel Cohen can also be narrativizing: patchwork minidresses in purple, white, and blue will fare properly with the Palm Seaside set, whereas she believes her candy-colored separates will achieve a foothold in Malibu. Those that have been galvanized by the Chloé-fueled boho revival will see themselves in a “actually comfortable Virgin Suicides, very British woman” archetype, whereas she imagines a Lila Moss sort dancing the night time away in Ibiza, wearing gold crocheted halters and beaded units.
Whereas it appears doubtful at occasions that one buyer will be all of those individuals, Hessel Cohen begs to vary. As she perused the racks in her high-feminine showroom, she remarked, “I’ve received to attempt some of these things on—see what samples I can tackle my St. Barts journey.”
