On August 4, Gap announced its collaboration with LoveShackFancy. A total of 76 capsule collections became available in stores and online.
LoveShackFancy is a New York-born fashion brand that specializes in girly and dreamy styles. Rebecca Hessel Cohen, the brand’s founder and creative director, is a lover of all things vintage. Inspired by her travels and her mother, her worldview is rich in detail, beautiful silhouettes, soft color palettes, delicate lace, hand-dyed fabrics, and enchanting floral prints that women can only dream of.
LoveShackFancy and Gap have collaborated to create this collection based on the concept of “Cottagecore,” which is slowly gaining popularity on Tiktok, especially among Generation Z.
The “Cottagecore” trend was born out of social media, inspired by the nostalgic lifestyle of rural living. It differs from past aesthetic movements that emerged as a reaction to industrialization and technology and is idealized as a return to nature in a simpler time. Its romantic aesthetic is filled with nostalgic elements of rural American life as it once was: living in a house with a large meadow, natural materials, wholesome pastimes, handmade crochet, homemade baked goods, and gardening.
The Gap and Love Shack Fancy’s collaboration products, which are in line with such trends, are packed with cottage-core items such as floral-print sweatshirts, pastel-colored denim, and matching items that can be worn by parents and children.
Also modeling for the campaign are Grammy Award-winning artist Ciara and her two children. By featuring Ciara, the collaboration not only adds to the value of the two brands but also infuses additional appeal with Ciara’s own family and motherhood.
In addition, the capsule collections all feature wearable designs that are easy to wear on a daily basis. Among the most popular items are the floral-print Gap logo hoodie for men, women, kids, and babies; the four categories share styles and prints, so the entire family can wear the collection together. In addition to the hoodies, there are coordinating tops, denim, and dresses, ranging in price from $13 to $248.
Cohen stated in a press release, “Reimagining iconic Gap classics for all generations through our LoveShackFancy lens has been a dream,” “Each piece is the perfect mix of nostalgia and freshness that you’ll live in forever and won’t find anywhere else.”
Shop the Gap x LoveShackFancy collection at the link below.