Fashion editors are obsessed with this romantic, boho dress label this summer
It's one of the most popular modern brands on Instagram right now, but for boho-inspired fashion label, LoveShackFancy, it is their vintage aesthetic from decades long ago that sees it stand out amidst a crowded market of mixed prints and fitted minis. A far cry from such punchy materials and shapes, LoveShack's USP is in its effortless silhouettes and fuss-free colourways.
Launched in 2013, it was founder Rebecca Hessel Cohen's desire for unusual bridesmaids' dresses for her own wedding that ignited the now-well-loved label.
Before officially launching the brand, Rebecca created a LoveShackFancy capsule collection with Gwyneth Paltrow for Goop, and can now count the likes of Gwyneth, Naomie Harris, Julia Restoin-Roitfeld and Arielle Charnas as huge fans of her brand.
Having quickly evolved into a collection of fanciful silk dresses, the label now offers up a selection of ready-to-wear, accessories, swimwear and kidswear. And we want the lot. Even the kidswear, if we could.
So what is her magic ingredient? Other than genuine authenticity (you don't get much more authentic than launching a fashion brand out of a need for such pieces rather than a desire to 'launch a fashion brand'), it's Rebecca's keen eye for whimsical detailing, effortless silhouettes and flattering layering that truly sells her clothes.
That, and her knack for making you feel as though you're a romantic literary heroine from a Sunday night period drama. A super chic one.
It's obvious how much Rebecca cares about her collections, travelling to London to snap up the most beautiful ribbons and button from low-key, undiscovered antique shops, and to Paris for beautiful vintage textiles and trims.
Amongst a wealth of heavily patterned, lifeless pieces that drench our Instagram feeds daily, it's unsurprising that Rebecca's offering stands out.
Scroll down to shop our edit of the 10 best pieces from LoveShackFancy's heavenly summer collection...
1. Andie Dress, £400, LoveShackFancy
2. Jasper One-Piece, £258, LoveShackFancy
3. Lorelei Dress, £400, LoveShackFancy
4. Jolene Skirt, £480, LoveShackFancy
5. Jessie Dress, £560, LoveShackFancy
6. Mason Bikini, £115, LoveShackFancy
7. Andie Dress, £502, LoveShackFancy
8. Molly Top, £220, LoveShackFancy
9. Jessie Dress, £560, LoveShackFancy
10. Jasper One-Piece, £220, LoveShackFancy
