LoveShackFancy has collaborated with Cotton Inc. for an “Americana” ready-to-wear capsule collection and a campaign featuring gymnastics Olympian Suni Lee.
Cotton x LoveShackFancy’s Americana capsule collection, which is available Tuesday, features such products as dresses, skirts, tops and a pair of crochet shorts — in red, white and pink.
“I was so excited when LoveShackFrancy and Cotton asked me to be a part of their Americana campaign,” Lee said. “I love the fun and girl designs and the use of cotton fabrics allows me to stay comfortable on and off the mat. The styles and colors of this collection are perfect for summer celebrations.”
The collection, which is for one season, retails from $95 to $695. Adult sizes range from XXS to XXL.
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Marissa Barlin, director of brand partnerships for Cotton Inc., said, “The Americana collection celebrates individuality, intentionality and self-expression with cotton looks for all occasions. Like Suni, we all have ‘off-the-mat’ moments in our own lives, where we want to embrace comfort and exude confidence. The ease, softness and beauty of cotton in this collection accomplish just that.”
The capsule collection with cotton at the forefront consists of LoveShackFancy’s bestselling heritage styles with a limited-edition, hand-painted star print, crochet sets, bow-adorned gingham dresses, easy cherry-embossed pieces, among other items.
“Going back to where it all began, this capsule collection is so special to me because it’s core to LoveShackFancy’s history. Cotton fabrications have been essential in creating our very first pieces and in building that ease and comfortability that makes them so timeless and wearable,” said Rebecca Hessel Cohen, creative director and founder of LoveShackFancy. “Creating such an inspiring campaign with Suni Lee has been the biggest honor. Having grown up with a love and passion for gymnastics myself, I have such an admiration and respect for Suni. She’s truly the perfect, female powerhouse to represent our Americana capsule collection.”
The campaign will appear online, on paid social, in-store and in press and media outlets.
Over the years LoveShackFancy has collaborated with such brands as Gap, Roller Rabbit, Pottery Barn, State, Bogner, Kendra Scott, Hurley, American Girl, Roblox and Bandier. The company has 17 stores worldwide, and 450 retail partners.
