Glossy Pop Newsletter: How LoveShackFancy became a part of sorority culture — and how it intends to stay there

3 months ago 43

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LoveShackFancy, the 11-year-old brand known for its ruffled, bow-adorned dresses, has a new cohort of obsessed fans: sorority girls. The business picked up among the college-aged set in 2021, when #BamaRush became a thing. It was the advent of rushees chronicling their adventures — and outfits — while seeking membership in the sororities of their dreams.

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