LoveShackFancy and Fanatics are teaming up to court the college kids.
The limited-edition college collection brings a fresh, feminine perspective to collegiate apparel, combining official university colors, logos and popular school sayings with LoveShackFancy’s signature florals, soft pastels and playful details. The inaugural collection features eight universities — Alabama, Florida, Georgia, Miami, Southern California, Tennessee, Texas, and Wisconsin-Madison.
Each university assortment includes ready-to-wear pieces and accessories, sized from XXS to XXL. Prices go from $55 to $295. The lineup features sweatshirts, feminine tops, coordinating pants, signature ruffle skirts, hats and tote bags.
“I’ve always loved everything about college life, the friendships, the traditions, and the game days. There’s so much nostalgia wrapped up in it. With Fanatics, we got to take those classic collegiate pieces everyone knows and loves and make them feel unmistakably LoveShackFancy,” said Rebecca Hessel Cohen, founder and creative director of LoveShackFancy. “We layered in our signature florals, bows, ruffles, and feminine details across varsity jackets, sweatshirts, baby Ts, skirts and accessories, celebrating the iconic logos, colors and traditions of these eight schools. Equal parts school spirit and LoveShackFancy romance, I wanted this College Collection to feel joyful and nostalgic. They’re the pieces you’ll reach for on game day with your besties, then keep for years because they remind you of a moment, a place, and the people you shared it with.”
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The collaboration is accompanied by campaign imagery that captures school spirit in authentic campus settings.
“As students head back to campus and college football season is set to kick off, this is the right time to launch our collaboration with LoveShackFancy,” said Sam Archibald, chief merchandising officer of Fanatics Commerce. “LoveShackFancy has built a distinctive brand with an incredibly loyal following, making them a great partner to bring a fresh perspective to licensed sports apparel. Our team is focused on bringing fans more newness, more often, with a broader assortment that gives every fan more ways to connect with their team. Continuing to expand our offering for women is a big part of that strategy, and this collection delivers a unique combination of fashion and fandom with a style that feels true to the LoveShackFancy brand.”
The collection will launch Aug. 20 at LoveShackFancy.com, Fanatics.com, and its network of sites, participating university websites and select LoveShackFancy and collegiate retail locations.
To celebrate the launch, LoveShackFancy will also host game day-inspired events at six store locations, featuring music, on-site customization, treats and special branded moments. The celebrations take place at LoveShackFancy boutiques in Coconut Grove in Miami, Melrose in L.A., Nashville, Buckhead in Atlanta, Birmingham, and Austin.
