Confession: I recently came across LoveShackFancy and fell head over heels in LOVE.
Yep, major brand crush here.
My immediate obsession with this fashion brand had me asking “why do I adore this brand so much?”
- The clothes (duh!). I’ve never seen so many ‘me’ clothes in one place.
But what else?
I decided to dive deeper into the LoveShakeFancy brand, and here’s what I found.
Starting off is the website pop-up. Overall, this is a pretty standard invite to subscribe to their marketing list and receive a discount. But what I adore about this is the invite to “Enter our dreamscape“, a line that automatically establishes LoveShackFancy as a fantastical, feminine, aesthetic world of its own.
Next up is the introduction to their new range. Playing with their near-concept brand around love and their fun, passionate tone, they’ve used alliteration to concisely introduce their new range in a way that matches their brand voice and identity.
“Flirting with Fall”
SO simple but SO good, right?!
Have you ever read anything so aspirational? I’m dreammmming of late nights and early morning croissants in Paris (aren’t I always?!) But still, I love this. And not only because I rarely wear black, and always feel like making it a ‘thing‘ when I do.
Introducing this range with the line “we wear black too” exemplifies how well this brand knows itself and its consumers. The LoveShackFancy brand colours are pink, very pink. And their clothes are feminine, elegant, and detailed. Because of this, black clothing isn’t something that springs to mind. But, people love to wear black, so they’re doing it in a way that still feels ‘them’: “silk sets and lace dresses”.
And to reinforce their signature brand even more, they’ve used their copy to create an experience any of their buyers will admire. Their Parisian landscape intangibly ties their new black range, giving it a home and making it feel even more on brand. We (the ideal consumer) want to live a novel-worthy Parisian lifestyle, and these clothes become an essential part of this.
Plus, the tone of voice? YES PLEASE. Fun, inviting, aspirational, witty. I’m obsessed. LoveShackFancy is serious about fashion without being stuffy, serious, or unrelatable.
They’re not afraid to tell you who their ideal customer is. Either you’re shouting “that’s me” and scrolling further, or you’re bowing out because you know this isn’t your brand. Either way, their copy creates a sense of community through understanding and reliability. And it eliminates those who don’t align and won’t become loyal brand lovers.
You know how passionately I believe in a well-developed brand story (especially for luxury brands!), so I was so happy to see this. Tucked on their About Page, LoveShackFancy shares its origins, inspiration, journey, past and present. It’s simple yet informative and explains everything we need to know to invest in their brand and trust their mission and vision.
Although, it wouldn’t hurt to delve even deeper into the LoveShackFancy uniqueness and future!
Finally, something you may argue is unintentional (but I would have to challenge you on that!) is this beautifully simplistic alliteration.
“Our stores” “Out story”
An invitation to discover more about LoveShackFancy.
The combination of copy and imagery is so inviting. I’m opening both tabs and taking my time to explore!
I’m utterly obsessed with this brand and can’t wait to see what they do next— I’ll be keeping an eye on their website and socials for a more swoon-worthy copy. Do you have a brand you admire for their luxury brand? Share with me in the comments below!
