LoveShackFancy and Fanatics Team Up on Limited-Edition College Collection
LoveShackFancy, the New York-based label known for florals and ruffles, has partnered with Fanatics, the sports merchandise giant, on a limited-edition college collection that brings a feminine look to collegiate apparel.
The inaugural lineup covers eight universities: Alabama, Florida, Georgia, Miami, Southern California, Tennessee, Texas, and Wisconsin-Madison. Each university's assortment includes ready-to-wear pieces and accessories sized from XXS to XXL, priced from $55 to $295. The range features sweatshirts, feminine tops, coordinating pants, signature ruffle skirts, hats, and tote bags (WWD).
Rebecca Hessel Cohen, founder and creative director of LoveShackFancy, said the collection layers in the brand's signature florals, bows, ruffles, and feminine details across varsity jackets, sweatshirts, baby T-shirts, skirts, and accessories. Sam Archibald, chief merchandising officer of Fanatics Commerce — the division of Fanatics that handles apparel and merchandise — said the collaboration is part of Fanatics' strategy to expand its offering for women (WWD).
The collection launches on 20 August at LoveShackFancy.com, Fanatics.com and its network of sites, participating university websites, and select LoveShackFancy and collegiate retail locations. To mark the launch, LoveShackFancy will host game day-inspired events at six of its stores: Coconut Grove in Miami, Melrose in Los Angeles, Nashville, Buckhead in Atlanta, Birmingham, and Austin (WWD).
The Fanatics deal follows another major LoveShackFancy collaboration earlier this summer. On 5 July, LoveShackFancy and Target launched a limited-time back-to-school collection featuring more than 200 items across apparel, accessories, beauty, and school categories, available at Target stores nationwide and Target.com (Target Corporate).
For shoppers, the Fanatics partnership means a different entry point into the LoveShackFancy aesthetic: instead of the broader back-to-school range at Target, this collection is narrowly aimed at college fandom, with each piece tied to a specific university's colours and branding.
The choice of eight schools spans the major American college football landscape, from the Southeastern Conference — Alabama, Georgia, Tennessee — to the Big Ten's Wisconsin, the ACC's Miami, and Texas, now of the SEC. Southern California rounds out the list.
Whether the collection extends beyond these eight universities has not been announced.
