How LoveShackFancy Became A Must-Have For Grand Millenial Style Homes
Founded by Rebecca Hessel Cohen in 2013, LoveShackFancy has quickly become the must-have label for boho-chic vintage-inspired fashion. Sold in many major department stores and websites such as Revolve, the company has ten retail locations with the most recent one opening up in South Hampton, New York. With romantic flower prints and plenty of ruffles and layers, this fun and feminine line has a truly unique look and original concept that’s very much Hamptons-inspired.
The brand’s first foray into the decor category was for the holiday season of 2019 with table accessories including napkins and napkin rings. Perfect for tablescapes and gifting, LoveShackFancy’s aesthetic translates perfectly into this category. “Expanding into home design has always been a dream of mine! We had so much fun creating these pieces. The collection is inspired by things I love in my own home and pieces I desperately wanted in my own living space so I am so thrilled to be able to share it with the rest of our LoveShackFancy girls,” Cohen tells me.
Today, LoveShackFancy offers an expansive line of home decor including throws, pillows, bedding, and towels. There is even a line of floral print beach chairs with coordinating wetsuits created in collaboration with iconic surf brand Hurley.
While the fashion prints, which vary seasonally, are a little bit different than the decor prints, they are figuratively cut from the same cloth with florals that have an English garden aesthetic and sugar-sweet yet sophisticated bows. Many of the designs look just like what you would find on a linen napkin or teacup from an antique shop or estate sale.
In summer 2021, the brand launched a charmingly beautiful wallpaper line with A-Street Prints. It’s the next natural step for this category because wallpaper creates an entire mood, allowing those who love the brand to integrate it into their home in a new way.
The Massachusetts-based company also turned out to be the perfect partner to collaborate with because they specialize in bespoke print designs. Every wallpaper in the LoveShackFancy collection coordinates perfectly with the linens including sheets, duvets, quilts, and throws. So the prints were already designed. “To create this collection, we delved into our own archive of our forever favorite prints, including the Rosa Beaux and La Vie En Rose in pastel pinks and blues for the most sweet bedding and wallpaper,” Cohen tells me.
These designs easily appeal to a wide range of customers including pure traditionalists as well as those who prefer a new traditional or grand millennial look. These wallpapers can also bring a touch of whimsey to more contemporary spaces. “We felt these prints lent themselves so well for the romantic of every generation to decorate her home. I love that there are now so many new ways to style and play with these nostalgic and feminine prints,” she says.
Adam D’Agostine, chief marketing officer at Brewster Home Fashions, which is the parent company of A-Street Prints tells me, “We are really thrilled to be able to collaborate with such a well-renowned apparel brand with such a singular and beloved aesthetic. Not surprisingly, their style and prints translated seamlessly into wallpaper.”
Cohen was equally enthused about this partnership. “The whole process was so exciting for me as I imagined all the ways you could use these prints to create the most magical rooms. I loved being able to select some of our favorite prints and was so inspired with ideas of how to style them,” she says.
Styling Fancy Florals
While these designs are perfect for bedrooms, they’re also ideal for other rooms in the home. Dining rooms are a perfect example of this, where the wallpaper can be styled with LoveShackFancy napkins and tablecloths. This can take tablescapes to an entirely different level and elevate the ambiance of a space.
These wallpapers are also great for transforming traditional-style bathrooms and powder rooms, especially with floral print bath towels. It’s the perfect way to accessorize gold or brass hardware or vintage-inspired mainstays like clawfoot bathtubs and white wainscoting. It’s charm to an exponential degree.
One of Cohen’s favorite ways to style her designs is to match the print of her dress to the table linens when entertaining. “It is so fun and also sets the mood of the party. I love that with our expanded home collection you can create all these special moments mix and matching your favorite prints such as matching your dress and table linens or coordinating your bedding to your wallpaper,” she says.
In addition to another collaboration with Beach Riot, LoveShackFancy will soon announce the opening of new store locations.