You may already know Rebecca Cohen, and if you don’t, well – we’re willing to bet you know her brand. LOVESHACKFANCY.

Yes – the ultra girly, whimsical line of fashion, fragrance and home decor that makes you feel like you’ve stepped into a magical wonderland.

Rebecca is the founder and creative director of LoveShackFancy, the iconic lifestyle brand known for its romantic, nostalgic, and effortlessly feminine aesthetic. Inspired by vintage treasures, travel, family, love and femininity, Rebecca weaves storytelling into everything she creates.

You may have met her in this episode of The HIM & HER Show but in this post you’ll learn how LSF started, its organic branding, what’s next, and how Rebecca takes care of herself as a founder and mother of 2 girls. Plus, we’re sharing Lauryn and Zaza’s favorite LSF pieces – think pink bows and ruffles.

With that, let’s welcome Rebecca to the blog.

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Inside the Dreamy World of LoveShackFancy

Tell us a little about yourself and how LoveShackFancy came to be.

Rebecca Cohen: More than twelve years ago, I made a hand-dyed halter dress for my bridesmaids for my wedding. At the time, I was the Senior Fashion and Beauty Editor at Cosmopolitan, and completely immersed in the world of beauty, style, and storytelling. And from that one dress, a small line that grew, piece by piece, into a full lifestyle brand rooted in everything I love: nostalgia, femininity, and joy.

Growing up in New York I was surrounded by creativity (and quite literally in the fashion closet), as my mom was the Creative Director at Seventeen magazine. From her, I learned early on about the power of storytelling and celebrating every little moment. Fast-forward to now, and LoveShackFancy spans ready-to-wear, home, beauty, tweens, and girls. Every floral print, bow, and ruffle carries that same sense of whimsy and celebration that started it all. Our immersive boutiques (we have over 25 now across the U.S. and London!) are like stepping into a dream and each one tells its own story.

I live in the West Village with my daughters, who inspire me endlessly, and my husband Todd, my partner in all things. LoveShackFancy is truly an extension of our lives: romantic, playful, and always filled with love. It’s about creating those moments that make everyday life feel special.

LoveShackFancy is romantic and dreamy, while being elegant and refined. How did the brand develop this personality? 

RC: I’m a romantic at heart, I celebrate everything and I’ve always loved vintage pieces, travel, florals, and sweet memories from childhood—all of which live at the heart and soul of LoveShackFancy. From the start, I wanted to create pieces that felt dreamy and nostalgic, real and lived-in, fantasy and everyday life.

Every collection begins with emotion and storytelling as it’s never just about designing clothes; it’s about capturing a feeling. Over the years, our world has grown, but that sense of romance and femininity has never changed. Whether it’s a dress, a boutique, or a fragrance, everything we create is meant to transport you.

How did you zone in on your branding? Everyone can spot a LSF product, or even Instagram post right away! What are the top 2-3 most important elements that make a brand distinctive?

RC: “That is so LoveShack!” Is something we say often and at this point has practically become an adjective. But the truth is, I never set out to build a brand. LoveShackFancy was never about “branding.” It was about building a world filled with love, beauty, and connection and it all happened organically: one dress, one photo, one shade of pink at a time, especially as I had my daughters, who have been my forever muses. I was just following what I loved: vintage treasures, bows, ruffles, florals, dreamy, nostalgic things. As LoveShackFancy grew, people started to say they could spot a dress, a shopping bag, or even a party from a mile away, and I knew we’d created something special. 

Here are a few of our brand codes that make everything so LoveShack:

Pink. Every shade imaginable. It’s our love language.

Florals. Our LoveShackFancy library consists of over 2000 signature floral prints
Bows. On everything from our store moldings to the hems of our skirts.
Celebration. If it doesn’t make you feel something, it’s not LoveShack.
Femininity. We believe femininity is strength.
Girl power. The ultimate girls’ club—women supporting women, always.

LSF has expanded its categories and is now in Home, Beauty and Kids/Teen. How have you maintained the brand’s beautiful aesthetic and voice while expanding into these areas?

RC: As LoveShackFancy evolves, we always come back to our core codes. Whether it’s a dress, a candle, or a ruffled pillow, it all has to feel LoveShack. The color palette, the textures, the whimsy is all part of our DNA and there are many iterations of that. Therefore, expanding into Home, Beauty, Tween/Teen, Cafes (!) and beyond, has felt totally natural because it’s just more ways to live the LoveShack life. Every piece, scent, and space still tells a story… It’s just a new chapter.

As a mother to two girls, what is a quality you have as a woman in business that you hope they inherit?

RC: My work ethic. I’ve always been a hard worker and literally never stop. I mean, I used to sleep with my BlackBerry back in the day (not something I recommend, but it definitely sums up my twenties). I just hope my girls see that and know they can create anything if they put their heart (and their hustle) into it.

I also want them to trust their instincts—that little inner voice is everything. And lastly, I want them to surround themselves with people who lift them higher. The right energy, the right support system is everything.

You have a lot on your plate as a working mom and business owner. Do you have a specific morning routine or nightly ritual that sets you up for the day ahead?

RC: With two girls, a business, and a million moving parts, every day looks a little different. That said, I’m much more of a night owl than a morning person. At night, I love hanging out with my friends and family, or going through old photos with a little glass of wine—it’s my version of unwinding. And in the morning? Let’s just say my Mint Roller is my best friend for de-puffing before the day begins.

You have incredible skin. Can you tell us about your skincare philosophy and beauty must-haves?

RC: I used to be the worst at skincare. I’d sleep with my makeup on and forget to wash my face. But over the last few years, as my daughters have gotten into beauty and skincare, they’ve taught me to take better care of my skin.

My skincare philosophy is simple: I love anything that feels clean, fresh, and a little luxurious. I swear by my products from The Beauty Sandwich, and I never travel without my Skinny Confidential Mint Roller and eye patches, my go-tos for depuffing and a quick glow-up.

Are there any wellness practices you swear by?

RC: I’m not a cold plunge girl yet (never say never), but I’m obsessed with lymphatic drainage massages and facials. They just make me feel alive, and, let’s be honest, snatched. It’s the fastest way to de-puff, reset, and feel like I’ve slept for twelve hours when I definitely didn’t. That’s my kind of wellness. 

What’s next for LSF? Can you tell us any exciting things to look out for?

RC: There’s honestly so much happening, it’s hard to even keep track! We have some really exciting collaborations coming up for the holidays (can’t spill just yet, but they’re so LoveShack). Think sparkle, celebration, and a few surprises you’ll definitely want under your tree. We’re also continuing to expand our world with new stores, new categories, and even more ways to live that LoveShack life. It’s all about creating moments that feel special, romantic, and fun. 

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Be sure to listen to Rebecca on the show where she shares her favorite places to shop vintage, how she navigated massive brand growth, the power of storytelling and pivotal moments that have shaped the dreamy world of LoveShackFancy.

Want even more LSF + Rebecca? Sign up for our newsletter to get her travel rituals straight to your inbox.

Before we leave, Lauryn and Zaza absolutely adore the LSF…

+ vanity

+ ring dish

+ ruffle pillow

+ lace cardigan

+ baby blanket for Bond

What’s in your cart? The new arrivals section is stunning for the holidays.

x, The Skinny Confidential team

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