If ‘feminine’, ‘vintage’ or ‘floral’ have ever been on the sartorial agenda, the likelihood is you’ve fallen in love with pieces from ethereal, vintage inspired brand LoveShackFancy. Here in the UK, the convenient way to get our hands on these graceful garments was to shop online … until now.
“London has always been my favourite city. And it's always been my ultimate dream to open here, we've actually been looking for years,” LoveShackFancy’s founder Rebecca Hessel Cohen tells Hello! Fashion, “Notting Hill was always the most organic because it felt the most true to me and to the brand and our story. I studied abroad and Portobello market and Notting Hill were my favourite places. Every Friday and Saturday, I would buy all my vintage from there, and most of the pieces in the collection begin with vintage.”
The store's interior screams boho-chic
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The brand’s first ever international store has just opened on Westbourne Grove. If one were to describe a fitting fashion brand to join the sartorial establishments of Notting Hill, this is it. Inspired by vintage, created with the free-spirited wanderer in mind, the brand encapsulates everything that Notting Hill is renowned for. And in case you’ve never seen one, LoveShackFancy’s physical stores are equally as decadent as its clothing.
“It's like the ultimate Girls Club,” explains Rebecca. Candyfloss pink walls are adorned with vintage mirrors, chairs are a Victorian lover's dream and of course, rails of the most luscious clothing from various LoveShackFancy collections.
Staple pieces and one of a kind pieces are on the rails
The quaint, femininity-driven brand was founded by Rebecca Hessel Cohen during her editorial fashion career. Creative genius runs in the family, as her mother, who she says is LoveShack’s ‘original muse’ was the Creative Director of Seventeen magazine over 30 years ago.
To commemorate its UK launch, Rebecca spoke to Hello! Fashion about why Notting Hill is so significant to her, how British girls inspire her brand, everything you can expect to find in store, and more.
Why choose Notting Hill as your first international store?
“I source everything – all the antique laces, dresses, prints, all of that. And so much of it comes literally from the dealer down the street so this has been my favourite stomping ground. We looked at different locations like Mayfair, but I really think that for our first store in London, Notting Hill was where it needed to be. It just so happened that a deal fell through last year and then we found this space in June on Westbourne Grove and it was perfect.”
How do you want people to feel when they walk inside?
"First of all, it should feel like it's like their home away from home. There's always something to discover. I think it really feels like an escape.
It's a mix of beautiful mouldings that seem like the details have been here forever, but we purposely added them in.
It’s really a place for all generations. From one year old up to like 100: grandmothers, mothers, daughters, sisters, and then even dad and grandpa. It’s very captivating. It's also warm and cosy and it's not intimidating. So whether you're coming in to just buy half a yard of ribbon (which we sell) or sunglasses or a pillow or a dress… there’s something for everyone."
What pieces can we expect to find in store?
“We have our whole main collection. Then we also have our home collection, little girls clothing and accessories and we have our latest collaboration with Larroude.
Specifically in this store we have our bespoke collection, which is an upcycled collection that we create as one of a kind – that's really special and beautiful. We also have archived Love Shack Fancy pieces and some vintage pieces that I've picked out. There’s also some unique, independent British designers like O Pioneers and Le Monde Beryl.
We currently have a Christmas Edit, and then we'll have Victorian edit, a party edit, things like that. We usually do trunk shows and different events with smaller female-led brands. So we're continuing to get new and exciting designers in here as well.”
LoveShack's homeware is also available instore
Are there any parts of the store particular to London?
“We bought most of the interiors in the countryside – I work with a lot of antique dealers here. Everything is really handpicked and feels like it's an extension of what my home would be like here in London, which hopefully I'll have one day soon.”
Love Shack Fancy started because you couldn't find ideal bridesmaids dresses. What was the clothing industry missing?
"I wanted something that felt really ethereal but also versatile, so I made these like long halter dresses that were in beautiful soft chiffon. Then I ended up wearing the bridesmaid dress to my friend's wedding. It was just this beautiful open back halter neck dress that you could twist and tie. It was so beautiful but also sexy. So then I developed eight or 10 of our first styles, one of which was the ruffle miniskirt, which is still one of our best selling styles. The idea was to just have around 10 pieces that you would have in different prints and colours. And when someone fell in love with that style, they could continue to buy it.
I always hated that designers wouldn't continue a style. They’d go on to the new collection and you could never find the silhouette you love. That was the original idea, so when I started recreating these sort of vintage inspired pieces (now called our heritage collection) we decided to always offer them in white and black. Now, each season we offer them in different prints and colours. For example, the Natasha dresses and the Ruffle mini skirt are always available. But each season they have things like a new hand painted print, or new lace or beading."
Go inside and you'll never want to leave
How do you want British girls to feel when they wear LSF clothing?
"Feminine and confident, but a sort of ‘accidentally sexy’ – not trying too hard but she feels beautiful. The LoveShackFancy girl is very romantic, beautiful, sexy, confident and fun. I feel like she's super free spirited. I always say “your dress is your best dancing partner” and a lot of these pieces are designed to just throw on and dance in. They make you bring out your super feminine side. That's the idea."
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How often does British style inspire you?
"All the time. I do so much of my vintage shopping here. In this new current collection, there's a lot of party vibes, a lot of fun, some nods to the 70’s, super fun short beaded dresses, things like that. A lot of which I actually bought in London.
I love how British girls give LoveShack its own spin. Even if it's super feminine, they'll mix it up with combat boots or fun jumpers over a long maxi skirt. And then they'll do a tougher belt look with a Victorian dress. So I feel like the British girls are for sure the most inspiring and I always feel like the Love Shack Fancy girl is the image of like a Kate Moss or Sienna Miller running in a gorgeous dress barefoot with some mud that's like dripping off her gorgeous gown after being out partying all night, but still looks beautiful.
There’s that British sensibility that I love. And then there's still that sort of ‘perfect’ English rose that loves vintage. She loves beautiful things like handmade sweaters and lace. I always say that I was British in my past life. The British girl style is very much part of the true LoveShack DNA."
What's next for the brand?
“We're launching activewear in January which is so exciting and some new really exciting collaborations. There’s also something really fun in the beauty world happening in 2023 for us.
And then, maybe one day we'll have a cute little boutique hotel and a cafe in Notting Hill… who knows!”
If the cakes are anything as decadent as the designs, you know where we’ll be grabbing our afternoon teas… Welcome to London LoveShackFancy.
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