LoveShackFancy and Cotton Inc. Reunite for ‘American Icons’ Campaign, Kicking Off at the Kentucky Derby

Building on last summer’s collaboration, LoveShackFancy and Cotton Inc. is once again bringing to life their “American Icons” partnership.They will kick off their programming with a special activation at the Kentucky Derby this weekend.

Cotton and LoveShackFancy will introduce an exclusive pop-up activation open to the public during Kentucky Derby weekend from Thursday to Saturday from 8 a.m to 8 p.m. at the newly opened Hotel Bourre Bonne in Louisville.

The pop-up will give visitors exclusive early access to shop new Cotton x LoveShackFancy summer styles alongside some signature LoveShackFancy favorites, a new Derby-inspired Cotton x LoveShackFancy sweatshirt, homeware and gifts. The curated collection consists of LoveShackFancy’s best-selling Heritage styles, as well as limited-edition pieces all designed using ultra-soft cotton fabric.

There will also be fresh coffee and pastries in the morning followed by cocktails later in the day.

LoveShackFancy’s founder and creative director Rebecca Hessel Cohen will also attend to meet guests and give styling tips. In addition, the two companies will sponsor the Oaks Night Dinner on Friday at the Hotel Bouree Bonne, which includes a cocktail hour with craft beverages and live entertainment followed by a four-course seated dinner featuring Stonestreet Winery wines. The event and pop-up are being produced in partnership with the Makers House team.

“Returning to collaborate with Cotton for the summer has been so special. After seeing so much love for our campaign last year with Suni [Lee, the gymnast], I’m beyond excited to be announcing ‘American Icons’ with something as legendary as the Kentucky Derby,” said Hessel Cohen.

Phase two of their partnership will be revealed in June.