LoveShackFancy is taking its ultra-romantic aesthetic into intimate apparel.
The fashion and lifestyle label will launch its first complete collection Thursday at 8 a.m. It will be sold at all 26 LoveShackFancy stores, its e-commerce site, and at select wholesale partners.
The collection features floral slips, lace-trimmed sets, bralettes, panties, pajama sets, nightgowns, and sleep accessories, all reimagined through LoveShackFancy’s romantic aesthetic. It is created with vintage-inspired prints and a soft pastel palette.
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“I’ve always believed what’s underneath matters just as much as what’s on top,” said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy. “LoveShackFancy was born from that idea: Romantic little pieces for getting ready, going out, staying in, dancing around your bedroom, and all the moments in between. Pretty enough to show off, special enough to keep just for yourself. Feminine and playful…it feels so us. This collection is such a dreamy new chapter for LoveShackFancy, and one that’s incredibly close to my heart.”
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Designed in cotton and silk with lace trims and satin ribbon, the collection ranges in price from $35 for bejeweled panties to $95 for a silk sleep mask, with a classic short pajama set priced at $160 and a silk long sleeve set at $395.