At LoveShackFancy, mentoring the next generation is at the core of who we are. With this in mind, we partnered with an amazing group of students from SCADpro on an unbelievably inspiring ten-week project conceptualizing a campaign centered around our bespoke collections and vintage archives.
At LoveShackFancy, we're all about creating your own beautiful world, one that's confident, feminine, and free. This feeling is deeply rooted in our love for vintage clothing, a maximalist aesthetic, and our firm belief that the joy of playing dress-up never has to fade. It's a forever celebration of love and free-spiritedness.
With that in mind, we prompted this eager group of inspiring students to ideate a go-to-market strategy for two product offerings: an archival collection of vintage pieces and a bespoke collection of one-of-a-kind LoveShackFancy designs. From there, the SCADpro students and faculty worked on researching, creating, and producing a ready-to-launch campaign within the quarter.
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"As the project manager for the SCADpro project with LoveShackFancy, my team and I researched everything about LoveShackFancy. We visited LoveShackFancy pop-up shops at sororities, held interviews with LoveShack lovers, and talked with focus groups. We learned about Rebecca, her life, her inspiration for LoveShack, and her love for vintage clothing and travel. When it came time to execute this 360 marketing campaign, we named the vintage collection 'Beck's Archives' and the bespoke collection 'ReBloom.' We produced a photoshoot at the LoveShackFancy store in Charleston and filmed a recreation of Rebecca's wedding to tell the story of the original LoveShackFancy dresses designed for Rebecca's bridesmaids. The film also included a travel scene, a vintage shopping scene, and a scene in the SCAD fashion building showing how all the 'Rebloom' dresses are made! We took this campaign even further by creating in-store products and an AR experience"
"The shoot was fabulous, and the team worked so hard; it was all worth it when we saw our efforts come together at the final presentation with Rebecca and the LoveShackFancy team. It's safe to say that everyone in the room was blown away by what we accomplished in 8 short weeks!"
Elle Jerge
Junior, SCADpro, majoring in jewelry and fashion design
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At the end of the quarter, the truly inspiring and confident students of SCADpro presented their project to Rebecca, our Creative Director and Founder. Seeing the project and stories come to life around programs we have wanted to implement meaningfully within the business was endlessly inspiring.
"I'm beyond excited to share the most unbelievably inspiring project in partnership with these brilliant students, where we fostered creativity, young minds, and the next generation. From my experience, getting real-life work experience is all I ever wanted.
Starting at 14, I interned at every magazine under the sun—Vogue, Elle, Teen Vogue, Self, and numerous others. I know firsthand how meaningful those experiences were and how working in the real world with an established brand shaped my career. I hope this program and project have the same impact on the SCAD students as my internships had on me.
I was beyond impressed with the diversity of talent who worked on our project. I loved having so many different creative perspectives on LoveShackFancy! I hope you love this special initiative as much as we do."
Rebecca Hessel Cohen
Founder and Creative Director of LoveShackFancy
Discover Our Bespoke Collection In Stores
Visit our boutiques to find our handmade one-of-a-kind bespoke pieces.
