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It is a brand known and loved for its beautiful, vintage-inspired designs, but LoveShackFancy can also attribute its commitment to an all-encompassing physical store experience as one of its key pillars of success.

In a world in which online shopping has become like second-nature and venturing inside a physical store feels somewhat old school, LoveShackFancy has been shaking up the world of IRL shopping by making each of its 16 boutiques - all of which, up until now, have been spread across the US and an impressive 11 of which have opened their doors since 2020 - destinations in their own right. 

This weekend, the brand launched their very first overseas destination in the heart of London's Notting Hill neighbourhood. With a rambling rose vine and hand-painted mural smothered by an abundance of florals welcoming shoppers in off the street, the LoveShackFancy experience begins before you even step foot inside.

“We are so thrilled to be here,” Rebecca Hessel Cohen, Founder and Creative Director of LoveShackFancy, told GLAMOUR. 

“When it came to choosing a neighborhood, we instantly wanted it to feel like home, and we have always gravitated towards Notting Hill. It has such a genuine charm and warm energy, that it felt like the perfect place to put down roots.”

Paying tribute to their first overseas location, the brand has gone all-out in terms of ‘fancifying’ its London boutique, with six hundred hand-made plaster roses adorning the store's custom moulding.

“While we fancify all of our stores, we’ve made sure to up the fancy for our London shop. Everything is super elevated with a curation of bouquets from UK florist, Moyses Stevens and hundreds of hand-made plaster roses. All of the furniture is vintage, sourced from our favorite UK vendors to give this boutique a tailored British experience.”

But, when it comes down to the actual shopping, does Rebecca think her London buyer - who she's become very familiar with thanks to impressive online sales - differs from her more local US-based customer?

“Our London shoppers really resonate with our ‘more is more’ mantra. I think they enjoy our bold florals and traditional LoveShackFancy pieces - like our Victorian-inspired heritage looks. So, we will definitely be sure to have a lot of these outfits on-hand for our UK customers to shop. ”

“Our London girl always knows how to put the perfect twist and that cool kind of edge on a lot of our designs. They always tend to elevate a look which I love.”

So which pieces will fly off the British shelves first?

“I feel like there are so many that fit the aesthetic, but if I had to choose three probably our Aubrietta Mini Dress, Ibis Maxi Dress, and our Davis Dress.” 

“Our Aubrietta Dress [below] is flirty in an effortlessly chic in an elegant way.”

“The Ibis Dress [below] is like a total fairytale moment, she’s ethereal and charming and gives such an English countryside romantic feel.”

“Lastly, the Davis Dress [below] is decadent and perfectly feminine. Each reminds me of the London girl from every generation and is timeless so much like their aesthetic.”

Of course, if Rebecca could handpick one British customer the name ‘Kate’ proved popular in more than one instance.

“I would absolutely love Kate Middleton were to wear one of our pieces! Or Kate Moss and her daughter Lila wearing our pieces together for a cute mum and daughter moment. Would be such a dream!”

Watch this space…

Visit LoveShackFancy London at 192 Westbourne Grove, W11 2RH

For more from Glamour UK's Fashion Editor Charlie Teather, follow her on Instagram @charlieteather.

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