LoveShackFancy, the dress label loved by editors and influencers alike, just opened the most Instagrammable store in London

It is a brand known and loved for its beautiful, vintage-inspired designs, but LoveShackFancy can also attribute its commitment to an all-encompassing physical store experience as one of its key pillars of success.

In a world in which online shopping has become like second-nature and venturing inside a physical store feels somewhat old school, LoveShackFancy has been shaking up the world of IRL shopping by making each of its 16 boutiques – all of which, up until now, have been spread across the US and an impressive 11 of which have opened their doors since 2020 – destinations in their own right. 

This weekend, the brand launched their very first overseas destination in the heart of London’s Notting Hill neighbourhood. With a rambling rose vine and hand-painted mural smothered by an abundance of florals welcoming shoppers in off the street, the LoveShackFancy experience begins before you even step foot inside.

“We are so thrilled to be here,” Rebecca Hessel Cohen, Founder and Creative Director of LoveShackFancy, told GLAMOUR. 

“When it came to choosing a neighborhood, we instantly wanted it to feel like home, and we have always gravitated towards Notting Hill. It has such a genuine charm and warm energy, that it felt like the perfect place to put down roots.”