Wrangler® and LoveShackFancy have partnered to launch a new, limited-edition women’s denim collection that unites authentic western style with ethereal elegance. Officially launching on August 5th, the collaboration reimagines iconic denim fits through a whimsical lens.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260728785616/en/

The Wrangler x LoveShackFancy Collection

The Wrangler x LoveShackFancy Collection

Designed to capture the feeling of summer nights at the fairground, the 19-piece capsule mixes spun sugar sweetness with a western dream. It’s a story stitched in pink and built on blue, combining vintage washes and classic cuts with feminine details and blush tones.

“This collaboration feels incredibly special because it brings together two iconic brands in a way that feels both nostalgic and new,” said Rebecca Hessel Cohen, Founder and Creative Director of LoveShackFancy. “We loved weaving our romantic world into Wrangler’s incredible denim heritage through florals, lace, and feminine details. There is something so magical about a state fair… the lights twinkling overhead, the music in the air, that feeling that the night could go on forever. We wanted to capture that spirit of nostalgia, adventure, and romance in a collection that’s equal parts western charm and LoveShackFancy.”

“This collection is a love letter to summer, written in florals and feminine detail,” said Holly Wheeler, Vice President of Global Marketing at Wrangler. “It reflects our commitment to growing the Women’s business by creating collections that feel both authentic to Wrangler and undeniably relevant to today’s consumer. We took our iconic denim and western heritage and gave it a romantic rewrite—bringing together timeless craftsmanship with a fresh, fashion-forward perspective that resonates with a new generation of women, particularly Gen Z.”

Collection Highlights Include:

  • Iconic Denim Jeans: The collection includes four flattering Wrangler fits in a variety of washes and patterns, signature five-pocket styling, delicate bow embroidery alongside the classic ‘W’ stitching, and custom collaboration hardware.

  • Bustier Tops: Traditional denim bustier structure is softened with sculpted seaming and a collaboration-exclusive laser print, finished with a bow-shaped zipper at the back.

  • Denim Jackets: Classic trucker and oversized styles are reworked with elevated detailing, such as subtle bow embroidery on the chest flap pockets and printed pocket bags.

  • Dresses & One-Pieces: Utility meets softness in pieces like the Shirt Dress, inspired by classic snap shirts, and the Overall, which reimagines workwear with a beautiful blue floral print.

  • Throwback Tees & Sweatshirts: Vintage-inspired tops showcase a cowgirl graphic complete with a horseshoe for luck, a bow for charm, and a special logo honoring each brand’s founding years.

The Wrangler x LoveShackFancy collection will make its in-person debut at LoveShackFancy’s new Birmingham boutique, opening Friday, July 31st, at The Summit. The grand opening kicks off with a 10 AM ribbon cutting, followed by a LoveShackFancy Country Fair where guests can enjoy custom embroidery, carnival games, and sweet treats while shopping the new collaboration in-store. Following this exclusive preview, the collection will officially launch on August 5th on Wrangler.com, LoveShackFancy.com, and in LoveShackFancy retail stores nationwide, with prices ranging from $79.00 to $239.00.

Media Note: High-resolution imagery is available for download here.

ABOUT WRANGLER

Wrangler®, of Kontoor Brands (NYSE: KTB), has been an icon in authentic American style for more than 75 years. With a rich legacy rooted in the Western lifestyle, Wrangler is committed to offering superior quality and timeless design. Its collections for men, women, and children look and feel great, inspiring all those who wear them to be strong and ready for everyday life. Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth and Greensboro, department stores, mass-market retailers, specialty shops, top western outfitters, and online. For more information, visit Wrangler.com.

ABOUT LoveShackFancy

LoveShackFancy, founded in 2013 by Rebecca Hessel Cohen, is a global fashion, beauty, childrenswear, accessories, home, and lifestyle brand celebrated for its romantic, vintage-inspired aesthetic and devoted, cult-like community. What began as a single dress has grown into a world of femininity, nostalgia, and joy, where signature florals, ruffles, pink, and bows define a distinct visual language.

LoveShackFancy is an award-winning, family-owned lifestyle brand celebrated for its romantic, immersive, whimsical world. With 31 boutiques, and counting, across the U.S. and London, each store is designed as a transportive brand experience. Signature ruffles, pink, and bows anchor the collections, while storytelling and community-driven experiences have shaped LoveShackFancy into more than a fashion label—a shared lifestyle movement embraced by a passionate, multi-generational audience around the world.

LoveShackFancy’s cultural cachet has made it a sought-after partner for multiple high-profile collaborations with brands including Victoria’s Secret PINK, Gap, Target, Stanley, Pottery Barn, and Bogner, extending its dreamy universe into new categories. In 2023, the launch of LoveShackFancy Beauty at Sephora invited millions more into its rose-colored world, one rooted in celebration, self-expression, and the belief that life is always better with a little bow, a little pink, and a lot of love. Aside from the brand’s boutiques, LoveShackFancy can be found in 450 retailers worldwide.

LoveShackFancy has received the WWD Award for The Best Performing Fashion Company and Rebecca has been honored with the Entrepreneurship Award at the Fashion Institute Annual Awards Gala and Visionary of the Year at The Guild Hall Visionaries Event and featured on the cover of the New York Times Style section. Millions of friends have joined the party, sharing in the belief that being in love with love is a state of mind that can take you farther than you ever imagined.

Media gallery

About The Author
Business Wire