If Rebecca Hessel Cohen had it her way, newborn babies would bypass hospital-issued blankets for ditsy floral LoveShackFancy onesies with lace-trimmed Peter Pan collars. The designer has grown her business from the bridesmaids’ dresses she made for her own wedding into a small universe, spanning mommy & me getups, homewear, and even body mist. But while LoveShackFancy aims to build a clientele from cradle to grave, Hessel Cohen catered especially to the young with her pre-fall 2026 collection—the kinds of women who wear Golden Goose sneakers with their tiered ruffle skirts for rush, who take “hot girl walks” in floral tennis dresses, and spend the summer bopping between Sag Harbor and Saint Tropez, or at least wishing they were.
Her real, long-term goal is to create generations of LoveShack fanatics. “When I started doing pop-ups, I was in my mid-to-late twenties,” she said. “We started getting older, and then our daughters started stealing the clothes from our closets. Then it became cool that they were taking their moms’ LoveShack pieces.” For pre-fall specifically, “The moms are wearing it on vacation, and the girls are wearing it out,” she said.
All of the LoveShack staples are present in this collection—lace, ruffles, and bows galore—but Hessel Cohen is also narrativizing: patchwork minidresses in red, white, and blue will fare well with the Palm Beach set, while she believes her candy-colored separates will gain a foothold in Malibu. Those who were galvanized by the Chloé-fueled boho revival will see themselves in a “really soft Virgin Suicides, very British girl” archetype, while she imagines a Lila Moss type dancing the night away in Ibiza, dressed in gold crocheted halters and beaded sets.
While it seems dubious at times that one customer can be all of these people, Hessel Cohen begs to differ. As she perused the racks in her high-feminine showroom, she remarked, “I’ve got to try some of this stuff on—see what samples I can take on my St. Barts trip.”
