{"id":1969979,"date":"2026-06-03T12:00:24","date_gmt":"2026-06-03T09:00:24","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1969979"},"modified":"2026-06-03T12:00:24","modified_gmt":"2026-06-03T09:00:24","slug":"the-high-priestess-of-the-girlie-girls","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1969979","title":{"rendered":"The High Priestess Of The Girlie Girls"},"content":{"rendered":"<article class=\"LOh page-465731706\">.page-465731706{&#8211;slot3:#ffffff;&#8211;slot6:#ffffff;&#8211;slot10:#ffffff;&#8211;metaColor:#876821;&#8211;navColor:#876821}<\/p>\n<div class=\"cCV\">\n<div class=\"sWr KwQ\">\n<div class=\"GqV\">\n<div class=\"gsz zJ7 I0j Ttc\">\n<div class=\"rkd zA4\">\n<div class=\"Psy HgE\"><\/div>\n<h1 class=\"aVX w-U FfM ybG\">The High Priestess Of The Girlie Girls<\/h1>\n<\/div>\n<div class=\"r87 XEd\">\n<p>How LoveShackFancy founder Rebecca Hessel Cohen went from a frustrated worker bee in the <em>Cosmo<\/em> fashion closet to the reigning queen of all things pink.<\/p>\n<\/div>\n<div class=\"vMw dUJ\">\n<address class=\"saA\">by <span>Raquel Laneri<\/span><\/address>\n<div class=\"yj3 DHw\">\n<div><time datetime=\"2026-06-03T12:00:24.923Z\">33 minutes ago<\/time><\/div>\n<\/div>\n<\/div>\n<div class=\"HXK\">\n<div class=\"pxF oL7 mvL s543188876\">.s543188876{padding-top:150%}@media(min-width:768px){.s543188876{padding-top:150%}}@media(min-width:1025px){.s543188876{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/072b52ef\/20260414_fth_shot-02_tzr_rebecca-hessel-cohen_0344.jpg?w=414&amp;h=621&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z fpC\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"edE\"><a href=\"https:\/\/www.thezoereport.com\/the-zoe-report-2026-personal-style-issue\" class=\"wVh\">The Zoe Report&#8217;s Personal Style Issue<\/a><\/div>\n<div class=\"kCE\">\n<div data-adroot=\"true\" class=\"fxL Afg\">\n<p>Rebecca Hessel Cohen is sitting in her pink, sunlit office, on an antique chair reupholstered in velvety pink fabric. Pink curtains with swooping valences frame the windows, and dozens of pink tulle and sequin dresses drip from racks throughout the space. Pink \u201cjust makes me so happy,\u201d the 44-year-old LoveShackFancy founder says, surveying her rose-colored kingdom. \u201cOh, that was a Kennedy\u2019s,\u201d she blithely mentions as I examine an exquisite little tea set sitting by her desk. (She doesn\u2019t remember which one \u2014 maybe Jacqueline?) \u201cI got it at an auction.\u201d<\/p>\n<p>Of course, if you know anything about Hessel Cohen or LoveShackFancy \u2014 there\u2019s no line between where one begins and the other ends \u2014 then none of this will come as a surprise. LoveShackFancy\u2019s whole <em>deal<\/em> is unfettered pink opulence. Its ruffled mini skirts, sexy-Edwardian lace dresses, smocked tops with flutter sleeves, and sweet pointelle sweaters \u2014 not to mention its <a href=\"https:\/\/www.instagram.com\/loveshackfancy.soho\/\" target=\"_blank\" rel=\"noreferrer\">flower-filled retail wonderlands<\/a> \u2014 speak to girly girls of all ages: from toddlers to tweens to sorority sisters (it\u2019s huge on <a href=\"https:\/\/www.tiktok.com\/discover\/love-shack-fancy-sorority-rush\" target=\"_blank\" rel=\"noreferrer\">#RushTok<\/a>) to Real Housewives (Kathy Hilton is a fan).<\/p>\n<p>It\u2019s a vision that extends far beyond clothes, with an empire that includes bedding, perfume, luggage, hair accessories, and even <a href=\"https:\/\/www.stanley1913.com\/collections\/stanley-x-loveshackfancy\" target=\"_blank\" rel=\"noreferrer\">LoveShackFancy-branded Stanley cups<\/a>, one of the company\u2019s many, many collaborations. Nearly everything comes in pink.<\/p>\n<p>\u201cI mean, of course, if it\u2019s up to me, I\u2019d have all pink,\u201d Hessel Cohen says almost wistfully. \u201cBut we don\u2019t. We have a lot of black.\u201d<\/p>\n<p>Yet in the LoveShackFancy universe even black is, well, pink. Because to Hessel Cohen, pink is not just a color. Pink is a way of life, a state of mind, a philosophy. It is prettiness and parties and positivity and <em>fun<\/em>.<\/p>\n<div class=\"sWr iGR sSM CEt\">\n<figure class=\"Qf5 nbP ueQ\">\n<div class=\"pxF LlR mvL s990543888\">.s990543888{padding-top:125.1908%}@media(min-width:768px){.s990543888{padding-top:125%}}@media(min-width:1025px){.s990543888{padding-top:125%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/fca8bc49\/tzr_rebecca-hessel-cohen_credit-frances.jpg?w=262&amp;h=328&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>You can see it not only in LoveShackFancy\u2019s wares and <a href=\"https:\/\/www.instagram.com\/p\/DYUkmPCPmgl\/\" target=\"_blank\" rel=\"noreferrer\">immersive, fairy-tale-inspired stores<\/a>, but also in Hessel Cohen\u2019s own over-the-top <a href=\"https:\/\/www.instagram.com\/becknyc\/\" target=\"_blank\" rel=\"noreferrer\">Instagram<\/a> and <a href=\"https:\/\/www.tiktok.com\/@becknyc_\" target=\"_blank\" rel=\"noreferrer\">TikTok<\/a> pages, where her combined 650,000-plus followers obsess over her<a href=\"https:\/\/www.tiktok.com\/@becknyc_\/video\/7388554962298604842\" target=\"_blank\" rel=\"noreferrer\"> six-floor West Village brownstone<\/a> (appointed with a wet bar on every floor, a pink laundry room, and a carriage house in the back, naturally), <a href=\"https:\/\/www.instagram.com\/p\/DYnIp8pv6mM\/\" target=\"_blank\" rel=\"noreferrer\">extravagant vintage hauls<\/a> (ranging from pastel Chanel suits to Betsey Johnson slip dresses to 2000s-era Bebe), and <a href=\"https:\/\/www.instagram.com\/p\/DVpRuRuDKbv\/\" target=\"_blank\" rel=\"noreferrer\">jaw-droppingly lavish celebrations<\/a> (including her older daughter\u2019s <a href=\"https:\/\/people.com\/loveshackfancy-founder-throws-lavish-plaza-bat-mitzvah-for-daughter-11923072\" target=\"_blank\" rel=\"noreferrer\">recent bat mitzvah<\/a> at the Plaza Hotel, which featured acrobats, a marching band, claw machines, and \u2014 <a href=\"https:\/\/www.kveller.com\/this-loveshackfancy-family-bat-mitzvah-featured-a-custom-torah-cover-and-tallit\/\" target=\"_blank\" rel=\"noreferrer\">per Jewish parenting website Kveller <\/a>\u2014 \u201ca bedazzled basketball hoop\u201d).<\/p>\n<p>Pink is living out your girlhood fantasies even when \u2014 <em>especially <\/em>when \u2014 you\u2019re a grown woman with a husband and two kids and an all-consuming, ultra-demanding business with more than 20 (\u201cI think it\u2019s 27\u201d) stores across the United States (plus London). It\u2019s romantic, it\u2019s escapist, and it\u2019s oh so intoxicating.<\/p>\n<div class=\"sWr iGR CEt\">\n<figure class=\"Qf5 YuL\">\n<div class=\"pxF JeR mvL s-1501494128\">.s-1501494128{padding-top:150%}@media(min-width:768px){.s-1501494128{padding-top:150%}}@media(min-width:1025px){.s-1501494128{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/bd905d76\/20260414_fth_shot-03_tzr_rebecca-hessel-cohen_0567.jpg?w=414&amp;h=621&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>And it works. The company generates an estimated $100 million in annual revenue, per <a href=\"https:\/\/puck.news\/why-loveshackfancy-is-everywhere-now\/\" target=\"_blank\" rel=\"noreferrer\">the business newsletter Puck<\/a>. This year, it opened a store in Atlanta and has plans for two more in Florida and a second London location. There\u2019s also a possible LoveShackFancy members club in the works, after an April Fools\u2019 post <a href=\"https:\/\/www.instagram.com\/p\/DWl_AXAjsEZ\/\" target=\"_blank\" rel=\"noreferrer\">got a little too real<\/a>.<\/p>\n<blockquote class=\"rs0\"><p>\u201cI would go to school and switch into these bright-colored fluorescent pink leggings on the bus.\u201d<\/p><\/blockquote>\n<p>\u201cI think [people] just love that it is so joyful and happy and optimistic,\u201d Hessel Cohen says. But there\u2019s also good business afoot: She\u2019s long offered a range of price points, for one \u2014 $300 minidresses and $1,000 gowns as part of the main line, but also much less expensive pieces through the brand\u2019s collaborations with Victoria\u2019s Secret Pink, Roller Rabbit, and Pottery Barn Kids and Teen. In 2020, LoveShackFancy launched a capsule collection for Target, much of which sold out in a matter of minutes. \u201cIt\u2019s just fun,\u201d Hessel Cohen. \u201cWe don\u2019t take ourselves too seriously. We\u2019re a fashion brand that does high-end and also lower. We follow our own rules.\u201d<\/p>\n<div class=\"sWr iGR wgn CEt\">\n<figure class=\"Qf5 KcZ\">\n<div class=\"pxF rXH mvL s-2098598836\">.s-2098598836{padding-top:66.6667%}@media(min-width:768px){.s-2098598836{padding-top:66.6992%}}@media(min-width:1025px){.s-2098598836{padding-top:66.6667%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/754225a0\/20260414_fth_shot-01_tzr_rebecca-hessel-cohen_0203.jpg?w=414&amp;h=276&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<h2><\/h2>\n<p><strong>I arrive at LoveShackFancy\u2019s Manhattan offices early<\/strong>, and Hessel Cohen has someone warn me that she\u2019s coming from the gym. When she does arrive, she looks like she\u2019s barely broken a sweat, wearing wooden platform shoes, slim white jeans, and a diaphanous ruffled LoveShackFancy blouse. She appears tiny and tanned, and her dark-blond hair falls in beachy waves, though it\u2019s only April. Her bracelets jangle as she sets her capacious logoed Dior tote on the floor. \u201cOh, thank you,\u201d she says as a young woman hands her an iced coffee. \u201cI need about 10 of these today.\u201d<\/p>\n<p>Hessel Cohen had a late night on Saturday, she explains, and she is evidently still recovering, even though it\u2019s now Monday. Perhaps the occasion was the ballet benefit I\u2019d spied on her Instagram? Hessel Cohen had been honored by the Youth America Grand Prix dance scholarship program and designed a costume and hand-beaded pair of pointe shoes for the occasion. \u201cThat was a few days before,\u201d she replies. The culprit was another party, for a friend.<\/p>\n<p>Hessel Cohen\u2019s brand is her \u201clife,\u201d she says, now settled on her pink perch, and vice versa. And her life has always been booked, busy, and fabulous. Even before she launched LoveShackFancy in 2013, she worked \u201c24 hours a day,\u201d she says. \u201cIt\u2019s just my personality.\u201d<\/p>\n<div class=\"sWr iGR CEt\">\n<figure class=\"Qf5 YuL\">\n<div class=\"pxF JeR mvL s-1501494128\">.s-1501494128{padding-top:150%}@media(min-width:768px){.s-1501494128{padding-top:150%}}@media(min-width:1025px){.s-1501494128{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/6\/2\/4c325a0d\/20260414_fth_shot-03_tzr_rebecca-hessel-cohen_0524.jpg?w=414&amp;h=621&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>Back before Hessel added Cohen, she grew up on Manhattan\u2019s Upper East Side in the 1980s and \u201990s, attending Nightingale-Bamford, the all-girls prep school that inspired the original <em>Gossip Girl.<\/em> (\u201cIt is <em>veryGossip Girl<\/em>: steps of the Met, little uniforms,\u201d she says.) As a pre-teen, she was \u201calways kind of a little rebellious and not following the rules.\u201d Her fashion editor mother, Nancy, dressed her in Victorian-inspired Laura Ashley frocks and matching mommy-and-me Ralph Lauren sets. \u201cI wore a lot of floral dresses, whether it was my choice or not,\u201d Hessel Cohen says. \u201cThen I would go to school and switch into these bright-colored fluorescent pink leggings on the bus.\u201d<\/p>\n<blockquote class=\"rs0\"><p>\u201cI literally gave birth and then had to figure out how to get the clothes into stores.\u201d<\/p><\/blockquote>\n<p>Despite these divides, Hessel Cohen idolized Nancy, who worked at <em>Seventeen<\/em>, and treasured the detailed diaries her mother mailed her from Paris and London. As a teenager, Hessel Cohen was finally deemed old enough to accompany Nancy on her trips to Paris and London for their respective fashion weeks; in between runway shows, Nancy would introduce her to iconic antique markets like Portobello Road and Les Puces. \u201cShe was always buying vintage furniture. She was always redecorating,\u201d says Hessel Cohen, who now sources furniture for LoveShackFancy stores from Les Puces. \u201cIt\u2019s my absolute favorite place in the world.\u201d<\/p>\n<div class=\"sWr iGR Idm\">\n<div class=\"DbX Qev\">\n<div class=\"uES fEt\">\n<div>\n<div class=\"B1N\"><\/div>\n<\/div>\n<div class=\"qmt uT7\">\n<div class=\"FDO\">\n<div class=\"ENZ\">\n<div class=\"pxF XJ- mvL s568590525\">.s568590525{padding-top:150%}@media(min-width:768px){.s568590525{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/6\/2\/4fb27632\/20260414_fth_shot-02_tzr_rebecca-hessel-cohen_0459.jpg?w=400&amp;h=600&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z nIy\"><\/div>\n<div class=\"EGE\">(+)<\/div>\n<\/div>\n<\/div>\n<div class=\"FDO\">\n<div class=\"ENZ\">\n<div class=\"pxF XJ- mvL s568590525\">.s568590525{padding-top:150%}@media(min-width:768px){.s568590525{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/6\/2\/ca43bb41\/20260414_fth_shot-02_tzr_rebecca-hessel-cohen_0432.jpg?w=400&amp;h=600&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z nIy\"><\/div>\n<div class=\"EGE\">(+)<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"yOD GLK\">\n<div class=\"ki0 kpP\">\n<div class=\"MNV\"><\/div>\n<p><label for=\"lightboxCheckbox-465749086\" class=\"QNb y8V St5\"><button aria-label=\"open lightbox\" class=\"kMc\"><\/button><\/label><\/div>\n<div class=\"C1C\">\n<div class=\"ZXG\"><\/div>\n<div class=\"LOc\"><\/div>\n<p><button class=\"ikQ Xfx\"><span class=\"Od1\">INFO<\/span><\/button><\/p>\n<div class=\"olh\">1\/2<\/div>\n<div class=\"xCo\"><button class=\"ikQ VkL\"><\/button><button class=\"ikQ Olc\"><\/button><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>In her youth, Hessel Cohen hadn\u2019t yet reached pink girlie enlightenment. \u201cWhen I was in high school and college, I definitely wore a lot of black,\u201d she admits. \u201cI would do vintage rocker tees, leather jackets, miniskirts.\u201d But once she had her daughters \u2014 Scarlett, now 13, and Stella, now 10 \u2014 \u201cmy style changed into much more girly, super feminine, pinks, and tulles. I got into that princess world through their eyes.\u201d<\/p>\n<p>Even as a teen, though, Hessel Cohen understood that style was more than the things you happened to wear \u2014 fashion held meaning and could communicate narratives and points of view. She wrote her college application essay about her platform shoes, \u201cepic cork platforms that were about this big,\u201d she says, holding her hands about six inches apart. \u201cI literally even wanted to play on the tennis court with them. And so the essay was about how every layer of the platform of the cork was a different part of my personality and a different part of my life.\u201d<\/p>\n<div class=\"sWr iGR wgn CEt\">\n<figure class=\"Qf5 KcZ\">\n<div class=\"pxF rXH mvL s-1316941335\">.s-1316941335{padding-top:66.1836%}@media(min-width:768px){.s-1316941335{padding-top:66.3086%}}@media(min-width:1025px){.s-1316941335{padding-top:66.3194%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/d478b834\/000101440014.jpg?w=414&amp;h=274&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>After graduating from New York University, Hessel Cohen eventually got a job as an associate fashion editor and then senior fashion and beauty editor at <em>Cosmopolitan. <\/em>At the time, pop culture was in its indie sleaze era, a far cry from Hessel Cohen\u2019s romantic aesthetic. \u201cI felt like I had these beautiful stories,\u201d she says, but she was frustrated by the way her bosses would ultimately edit and assemble them. \u201cOnce they would go into the magazine, it was not something I was proud of. I didn\u2019t like the art direction, and honestly, I didn\u2019t really have a say in the rest of it. And then I designed my bridesmaids dresses while I was there, not thinking anything of it.\u201d<\/p>\n<p>Those bridesmaids dresses \u2014 breezy silk halter-neck gowns that she made after failing to find sufficiently ethereal options for her Hamptons wedding to real-estate developer Todd Cohen \u2014 were the seed that bloomed into LoveShackFancy. A few weeks after the wedding, she wore one of them herself and fell in love again. It was \u201cthe best dress ever to dance in,\u201d she says. Soon, she was selling them at popups in boutiques around the city on the weekends, displaying them on a trellis from her mother\u2019s Bridgehampton house that she kept in the back of the car. \u201cI was like a traveling dress salesman,\u201d she says.<\/p>\n<div class=\"sWr iGR CEt\">\n<figure class=\"Qf5 YuL\">\n<div class=\"pxF JeR mvL s-1501494128\">.s-1501494128{padding-top:150%}@media(min-width:768px){.s-1501494128{padding-top:150%}}@media(min-width:1025px){.s-1501494128{padding-top:150%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/b1e7ee2f\/20260414_fth_shot-01_tzr_rebecca-hessel-cohen_0236.jpg?w=414&amp;h=621&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>Three years later, she quit <em>Cosmo<\/em>, had her first child, and formally launched LoveShackFancy with an eight-piece capsule collection.  \u201cI literally gave birth and then had to figure out how to get the clothes into stores, and I had no idea about any of that,\u201d she says. She spent \u201clike eight months\u201d on one ruffled miniskirt, \u201cperfecting all the hundreds of miniskirts I\u2019d worn throughout my life. It was very stressful, and I almost gave up. But Todd, he was so supportive. He was like, \u2018We\u2019ve gotten this far. Just do it.\u2019\u201d<\/p>\n<blockquote class=\"rs0\"><p>\u201cI had no idea what Bama Rush was. I saw it and I was like, \u2018Someone remove it!\u2019\u201d<\/p><\/blockquote>\n<p>For the first several years, LoveShackFancy was mainly a wholesale business, selling to department stores like Shopbop and Bergdorf Goodman. Hessel Cohen found herself with a similar problem to the one she\u2019d faced at <em>Cosmo<\/em>: She was beholden to how others packaged and put together her work. \u201cWhenever you\u2019re selling to other stores, you don\u2019t really have a say in how they\u2019re merchandising it,\u201d she says. \u201cIt\u2019s not, like, the full picture. So, I always just felt discouraged that it wasn\u2019t the \u2018world of.\u2019\u201d<\/p>\n<p>Then in 2018, a jewel-box Sag Harbor retail space became available, and she leapt. \u201cIt was probably 600 square feet \u2014 tiny,\u201d she recalls. She and her mom scurried to England to hunt for antiques to furnish the space, and she nabbed old racks from a Calypso sample sale. \u201cWe had no budget,\u201d she says. \u201cAnd then when we opened the doors, it was packed \u2014 packed. All these mothers, daughters, aunts, grandmas, everyone coming in.\u201d Before then, \u201cwe hadn\u2019t had any type of direct environment for people to come and see everything as a whole. Once that happened, everyone was like, \u2018Wow, now we really get it.\u2019\u201d<\/p>\n<div class=\"sWr iGR wgn CEt\">\n<figure class=\"Qf5 KcZ\">\n<div class=\"pxF rXH mvL s-2098598836\">.s-2098598836{padding-top:66.6667%}@media(min-width:768px){.s-2098598836{padding-top:66.6992%}}@media(min-width:1025px){.s-2098598836{padding-top:66.6667%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/4c374c36\/20260414_fth_shot-04_tzr_rebecca-hessel-cohen_0742.jpg?w=414&amp;h=276&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<h2><\/h2>\n<p><strong>In 2021, LoveShackFancy blew up.<\/strong> The company had recently executed the Target collection, and then \u2014 seemingly all of a sudden \u2014 college girls from the South began posting get-ready-with-me videos on TikTok documenting their LoveShackFancy outfits for sorority rush. \u201cI had no idea what Bama Rush was. I saw it and I was like, \u2018Someone remove it!\u2019\u201d she tells me with a glint of knowing self-deprecation. But the younger women in the office convinced her it was great publicity. \u201cSo I started watching it, and I was like, \u2018OK, I\u2019m kind of intrigued now.\u2019\u201d<\/p>\n<p>Now, she has fully embraced Greek life, redecorating the Tri Delt house at the College of Charleston in full LoveShackFancy regalia and visiting other sororities across the country. The phenomenon has helped LoveShackFancy branch out from the Hamptons-Upper-East-Side mom set to Gen Z party girls and beyond. \u201cThey\u2019re such great girls,\u201d Hessel Cohen says. \u201cI love picking their brains. They love LoveShack. They have this great kind of sisterhood, team spirit. It\u2019s really nice.\u201d<\/p>\n<p>And, like Hessel Cohen, they love to party. Indeed, Hessel Cohen is as well known for her flamboyant f\u00eates as for her clothes. She can\u2019t throw a fashion week presentation, a birthday bash, or a store opening without balloons, confetti, cakes, champagne, and an explosion of flowers. It\u2019s the kind of thing that rankles some critics but has no doubt seduced many others. \u201cIt\u2019s an escape,\u201d Hessel Cohen says. \u201cIt\u2019s like you\u2019re truly entering the world you see online.\u201d<\/p>\n<p>Celebrations have become the heart of the brand: Hessel Cohen not only puts every brand event on social media, but seemingly every family soiree too. And it\u2019s become a family affair. Todd now primarily works out of LoveShackFancy\u2019s offices, where he helps run the business side of the operation, including new store development and the fragrance arm. \u201cHe\u2019s our nose essentially now,\u201d Hessel Cohen says. \u201cHe doesn\u2019t have a title, but I call him Mr. Fancy.\u201d<\/p>\n<div class=\"sWr iGR CEt\">\n<figure class=\"Qf5 YuL\">\n<div class=\"pxF JeR mvL s-561041742\">.s-561041742{padding-top:150.7246%}@media(min-width:768px){.s-561041742{padding-top:150.8794%}}@media(min-width:1025px){.s-561041742{padding-top:150.8219%}}<img decoding=\"async\" alt src=\"https:\/\/imgix.bustle.com\/uploads\/image\/2026\/5\/13\/9583dbce\/000101440030.jpg?w=414&amp;h=624&amp;fit=crop&amp;crop=faces&amp;dpr=2\" class=\"N4z\"><\/div>\n<\/figure>\n<\/div>\n<p>Meanwhile, Scarlett and Stella serve as Hessel Cohen\u2019s muses. She documents their birthdays on social media \u2014 breakfast in bed, dozens of balloons, lots of pink \u2014 and includes photos of them wearing flower crowns, carrying parasols, and petting bunnies on the brand\u2019s Instagram page.<\/p>\n<p>I ask Hessel Cohen if she ever worries that one day they\u2019ll reject the pink world that she\u2019s so carefully cultivated. Does she think about what happens if one goes goth?<\/p>\n<p>\u201cOh my God, yes,\u201d she replies. She says that both girls have asked to redecorate their floral fantasy rooms to be a bit more pared back and grown-up. Scarlett, the oldest, is more into frills and ruffles than Stella, who is \u201cdefinitely more rebellious\u201d and dresses as a black cat for Halloween each year. Recently, Scarlett began complaining about posing for photos for Instagram. \u201cI would never [post] without her permission,\u201d Hessel Cohen says. But even the teen can\u2019t completely resist the glamour that comes from her mom\u2019s business \u2014 particularly after <a href=\"https:\/\/www.instagram.com\/reels\/DVzpUijjQuc\/\" target=\"_blank\" rel=\"noreferrer\">videos<\/a> of her epic bat mitzvah, featuring a sexy winged angel on stilts, a merch stand, a bedazzling station, and the pinkest, sparkliest dance floor ever captured on an iPhone \u2014 made her a minicelebrity.<\/p>\n<p>\u201cPeople stop her on the street,\u201d Hessel Cohen says. \u201cThey ask to take photos of her.\u201d Turns out it\u2019s pretty great being the girl with the most cake. \u201cShe likes it. &#8230; As long as she looks cool, it\u2019s OK.\u201d<\/p>\n<div class=\"sWr iGR Rik\">\n<div class=\"Hvl Qpa\">\n<div class=\"F2P\">\n<p><em>Photographer: Frances Tulk-Hart<\/em><\/p>\n<p><em>Writer: Raquel Laneri<\/em><\/p>\n<p><em>Editorial Director: Angela Melero<\/em><\/p>\n<p><em>Creative Director: Karen Hibbert<\/em><\/p>\n<p><em>Hair: Xavier Velasquez<\/em><\/p>\n<p><em>Makeup: Juliette Perreux<\/em><\/p>\n<p><em>Video: Eman Naseer<\/em><\/p>\n<p><em>Photo Director: Jackie Ladner<\/em><\/p>\n<p><em>Production: Kiara Brown<\/em><\/p>\n<p><em>Fashion Market Director: Jennifer Yee<\/em><\/p>\n<p><em>Features Director: Nolan Feeney<\/em><\/p>\n<p><em>Social Director: Charlie Mock<\/em><\/p>\n<p><em>Talent Bookings: Special Projects<\/em><\/p>\n<\/div>\n<p class=\"BdA\">\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n","protected":false},"excerpt":{"rendered":"<p>.page-465731706{&#8211;slot3:#ffffff;&#8211;slot6:#ffffff;&#8211;slot10:#ffffff;&#8211;metaColor:#876821;&#8211;navColor:#876821} The High Priestess Of The Girlie Girls How LoveShackFancy founder Rebecca Hessel Cohen went from a frustrated worker bee in the Cosmo fashion closet to the reigning queen of all things pink. by Raquel Laneri 33 minutes ago .s543188876{padding-top:150%}@media(min-width:768px){.s543188876{padding-top:150%}}@media(min-width:1025px){.s543188876{padding-top:150%}} The Zoe Report&#8217;s Personal Style Issue Rebecca Hessel Cohen is sitting in her pink, sunlit [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,255],"class_list":["post-1969979","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-thezoereport-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1969979","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1969979"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1969979\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1969979"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1969979"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1969979"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}