FASM 310 — Private Label Product Development · Spring 2026
Pastel Poetry
In collaboration with Aidyn Lovicz.
A six-piece Spring/Summer '27 capsule for LoveShackFancy — WGSN-led trend research, tech packs, line list, and P&L, through to a six-month launch plan running from a SoHo press preview to an end-of-summer ice cream truck.
- Product Development
- Trend Forecasting
- Merchandising
- Marketing
The brief
Design a 4–6 piece Spring/Summer ‘27 capsule for an existing brand and take it through full product development — brand and consumer research, trend forecasting, designs, and tech packs, then a time-and-action calendar, distribution strategy, line list, P&L, and marketing plan. Aidyn and I chose LoveShackFancy and built a six-piece womenswear capsule called Pastel Poetry.
My role
Aidyn led the brand side — LoveShackFancy’s overview, aesthetic, identity, and marketing channels — and the trend board. I took the customer and everything the collection grew out of: the brand’s specialty craftsmanship, the target consumer and her lifestyle, the brand universe she shops across, and our persona, Kelcey Caldwell. From there I led the forecasting — WGSN’s 2027 consumer trends, key colors, fabrics, and key items — wrote the Pastel Poetry concept, and built out the six-piece collection with its fabrics, colorways, and pricing. We split the tech packs one each: I drafted the Camellia Dress, Aidyn the Rosalie Bloom Blouse.
The brand
Rebecca Hessel Cohen founded LoveShackFancy in 2013 after designing a hand-dyed halter dress for her own wedding. It’s now a family-owned global fashion, beauty, and home brand with 25 stores and 450 retail partners. The aesthetic is vintage-inspired, unapologetic femininity — pink, prints, florals, ruffles, lace, and bows — made with artisanal techniques like hand-painted florals, handloomed jacquards, and Battenburg lace. Pricing ladders from entry to statement, generally $145–$695.
The customer
LoveShackFancy’s core is Gen Z and Millennial women, 18–35, with upper-middle to high incomes. They save up for investment pieces and shop mostly in the flagship boutiques; Rebecca describes her customer as “global goddess meets America’s sweetheart.” Our persona, Kelcey Caldwell, is 23 and an editorial assistant at Town & Country in New York. She travels to Greece, Charleston, and Palm Beach, hosts dinner parties, and is always wearing something with ruffles, lace, or pearls. Her line: “Why save it for later when every day is an occasion?”
The forecast
We built the collection on WGSN’s Spring/Summer ‘27 forecasts. Consumers are looking for joy — 49% are more likely to buy from brands that offer it — and value bespoke, made-for-me pieces. The key colors lean into power pastels; the key fabrics are lightweight naturals like cotton poplin, linen, and seersucker, with lace, taffeta, and jacquard for occasion. Three of WGSN’s key items fit LoveShackFancy perfectly: the romantic vintage blouse, the feminine cardigan, and the layered volume skirt (WGSN even cites LoveShackFancy as a brand example for that one). Over all of it sits the “Pretty Feminine” trend: sheer tulle, lace details, and soft volume.
The collection
Pastel Poetry pairs WGSN’s power pastels — Pop Pink, Healing Yellow, Eucalyptus — with shades that feel like LoveShackFancy: Baby Doll Blue, Pink Frosting, and Ivory Haven. Six pieces, sized XXS–XXL, running from everyday to special occasion:
| Piece | Fabric | Wholesale | Retail |
|---|---|---|---|
| Rosalie Bloom Blouse | Polyester chiffon | $92 | $295 |
| Fleurine Whisper Top | Linen | $98 | $325 |
| Primrose Heirloom Cardigan | Cotton lace | $105 | $345 |
| Celeste Lace Mini | Cotton lace | $135 | $425 |
| Eloise Heirloom Maxi Skirt | Cotton tulle, lace, chiffon | $125 | $495 |
| Camellia Dress | Polyester taffeta | $215 | $695 |
Tech packs
We built full tech packs for the Rosalie Bloom Blouse and the Camellia Dress — cover sheets with front and back flats and construction callouts, measurement guides, yardage, trims, thread, interfacing, and label and hang-tag placement. The Camellia alone takes five yards of Pop Pink taffeta, four tiers edged in scalloped lace, and a 120” hem sweep.
Distribution and the numbers
80% of LoveShackFancy’s sales are direct-to-consumer, so our channel allocation follows suit: 50% e-commerce, 45% boutiques, 5% wholesale. As a summer capsule, it goes into boutiques in tourist hot spots — SoHo, the Hamptons, Charleston, Palm Beach, Nashville, London, and more — plus five of Nordstrom’s highest-traffic flagships. The line list costs every style out to landed COGS, and the P&L projects $14.54M in net sales, a 60% gross margin, and $3.49M in net profit (24%), with a month-by-month assortment plan from March through September.
The launch
A six-month marketing plan, timed to the season:
- Pre-launch (March): Pastel Poetry teasers on Instagram and TikTok, an invite-only press preview at the SoHo flagship hosted by Rebecca, a “First to Bloom” email and SMS list for 24-hour early access, and floral-wrapped influencer PR boxes.
- Launch (April): the campaign, shot in Charleston’s botanical gardens, drops across every channel on April 1, followed by a “ways to wear” styling series and a livestreamed VIP tea party for influencers at Magnolia Gardens.
- In store (May): pastel, floral window displays tailored to each boutique, and The Poetry Parlour — a tea station and poetry corner with wax seals, floral stamps, and a wall where customers pin up their poems.
- Summer (June–August): the Pastel Poetry Summer Diary digital lookbook, a #PastelPoetryDiaries UGC campaign, “The College Diaries” for sorority recruitment season, and an end-of-summer ice cream truck outside the Sag Harbor and Southampton boutiques that teases fall.
Every activation carries its own KPIs, from 5+ editorial placements out of the press preview to 1,000+ sales through influencer codes.
Gallery
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