LoveShackFancy launches first intimates collection with romantic prints

Rebecca Hessel Cohen has spent more than a decade turning LoveShackFancy into a coded universe of ruffles, pastels and vintage sentiment. With the brand’s first complete intimates collection, that universe finally moved under the clothes, where the real test is whether floral nostalgia can feel intimate enough to sell lingerie, not just dresses and décor.

The collection launched Thursday at 8 a.m. across all 26 LoveShackFancy stores, on the brand’s e-commerce site and through select wholesale partners. It spans floral slips, lace-trimmed sets, bralettes, panties, pajama sets, nightgowns and sleep accessories, all rendered in cotton and silk with lace trims and satin ribbon. Prices run from $35 for bejeweled panties to $395 for a silk long sleeve set, with a silk sleep mask at $95 and a classic short pajama set at $160.

That pricing places the line in a familiar sweet spot for aspirational lingerie: elevated enough to feel giftable and collection-driven, but not so rarefied that the brand’s customer base has to leave its own ecosystem to buy in. The value proposition is not technical performance or minimalist utility. It is atmosphere. LoveShackFancy is selling the fantasy that a slip can carry the same emotional charge as one of its party dresses.

Hessel Cohen framed the launch as an extension of that philosophy, saying the idea behind the line is that “what’s underneath matters just as much as what’s on top,” and calling it a “dreamy new chapter” for the brand. That language fits a label founded in 2013 in New York City after Hessel Cohen designed a hand-dyed wedding dress for her bridesmaids. LoveShackFancy now describes itself as a global fashion, beauty, home and lifestyle business with 27 stores worldwide and 450 retail partners, which makes intimates less a side project than another proof point in a larger expansion strategy.

The move also follows a clear runway of experimentation. In early 2021, LoveShackFancy partnered with Stripe & Stare on a 19-piece intimates and loungewear collaboration. In 2022, it launched its first solo intimates collection, with underwear, bras, thongs, crop tops and shorts, many made with Tencel fibers and priced from $115 to $150. Last year, the brand teamed with Victoria’s Secret Pink on a limited-edition collection aimed at Gen Z shoppers. Taken together, those steps show a label that keeps translating its romantic, maximalist aesthetic into new categories, and betting that its prettiest codes are strong enough to survive contact with the most personal ones.