Is Loveshackfancy the New Lilly?

As I unpacked my summer closet, I was metaphorically slapped in the face by a striking realization. Loveshackfancy has overtaken the Lilly Pulitzer (including the vintage pieces) in terms of hanger space in my wardrobe. The two brands are really not all that different. In fact, I would challenge that they are contemporaries.

the prints

Both brands are known for their distinctive prints. Styles from the legacy brand with roots in Palm Beach (and is now King of Prussia-based) are instanctly recognizable for the acid bright colors, always with “Lilly” usually in a loopy script incorporated into loud (“infantilizing” per Robin Givhan) patterns. You know a Lilly when you see it.

On the other hand, founder Rebecca Hessel Cohen is inspired by vintage which translates to the Laura Ashley-esque cottagecore prints for which Loveshackfancy is notorious. Countless copycat brands have popped up knocking off the Loveshackfancy look by way of prints, albeit at a more palatable price point. It is difficult to discern a knockoff from a genuine item. You know when you are wearing it, though! Loveshackfancy just feels special and, well, fancy.



price points

On the note of price points, Loveshackfancy frocks start at $225 (for the dress in this post) and climb to $1995. Lilly Pulitzer has a relatively easier-on-the wallet price tag, as dresses start at $95 and top at $400. I would have never considered Lilly Pulitzer a “starter” brand but perhaps that is what it is, as with the patterns, the prices are less mature.

fabric content

The price points bring me to fabric content because usually the former is impacted by the latter. Unless I am working out – or I am wearing workout clothes while watching Netflix on the couch – I refrain from wearing synthetic fabrics, namely polyester or a poly blend. Lately, it is a fiber of which Lilly Pulitzer is making copious styles and I find it difficult to wrap my head around paying over one hundred dollars to wear a synthetic.

Loveshackfancy carries styles in a range of fibers from cotton, polyester, nylon, viscous, and silk. The dresses that are at the top of the price point range tend to be cotton, silk, and nylon mesh which makes the high price point easier to swallow.



sales

Loveshackfancy keeps a rotating selection of markdown merchandise, sometimes with an extra 25 percent off. The sales rarely exceed 60 percent off.

Conversely, with the exception of a few sales during spring 2020 as a result of the pandemic, Lilly Pulitzer features two major sales a year, the summer After Party Sale and the winter After Party Sale. Women go nuts for these sales because, I suspect, the deals do not happen often.

retailers

Both brands sell via their own stores and websites and through third party retailers. Nordstrom, Saks, Bloomingdales, and Neiman Marcus stock both labels. While Lilly is available at specialty boutiques, Loveshackfancy is available via high end e-tailers: Net-a-Porter, Moda Operandi, Matches, MyTheresa, Shopbop, and Revolve.



fit on a tall frame

Both brands can work on a tall frame. Though Lilly Pulitzer previously made steps to cater to taller gals in terms of the Choose Your Length capsule, that sadly is no longer the case. Loveshackfancy has not scratched the surface of inclusive sizing, let alone inclusive length-ing.

The length of a Lilly Pulitzer standard shift is shorter than the Loveshackfancy midi dress and longer than the Loveshackfancy mini dress. Speaking of the LSF mini, hoo boy! If you are taller than 5’10”, I imagine wearing one of those minis would feel…drafty down there.

That said, the upstart brand midi dress length is perfection if you are tall. Though it is not my go-to style of shirt dress, it is a length I feel comfortable wearing while chasing around the Pamper Pirate.

collaborations

Two major brands which collaborated with one label, also do so with the other. I am talking about the sold-out-within-minutes Target and Lele Sadoughi.

In addition to Target and Lele, the heritage brand collaborated with Hanky Panky (2015), S’well (2017), and Goop (2018). In the eight years since Loveshackfancy was founded, the upstart collaborated with Superga (2020, 2021), Aerin Lauder (2020), Bandier (2020), Morgan Lane (2020), Stripe & Stare (2021), Beach Riot (2021), and the recently released Hurley (2021).

Agreed Rebecca Hessel Cohen is the reigning queen of making great collabs happen?




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