The National Football League’s opening day is still months away, but LoveShackFancy is getting a jump on the action with a new collaboration with the Dallas Cowboys Cheerleaders.
The tie-up is the latest installment of the “American Icons” collaboration between the brand and Cotton Incorporated. To kick things off, eight members of the DCC are featured in a campaign that was shot by Adam Franzino at The Star, the practice facility the NFL team uses on its 91-acre headquarters in Frisco, Tex.
Instead of pastels, the 28-piece collection features red, white and blue apparel and accessory styles for women and girls, as well as a smattering of pink offerings. Having worked with the Olympic gymnast Suni Lee on last summer’s Americana collection, the company was in search of “the embodiment of commitment, strength and beauty,” according to LoveShackFancy’s founder and creative director Rebecca Hessel Cohen.
“After seeing how incredible all of the DCC cheerleaders” are in the Netflix series “America’s Sweethearts: Dallas Cowboys Cheerleaders,” she said, “We thought it would be an incredible organization and team to collaborate with.”
Think red cherries, bright stars, gingham and denim to get a sense of the 28-piece collection. Hassel Cohen did not know anyone in the Jones family, whose members own the Cowboys, before the deal was struck, nor has she met them. Jerry Jones first purchased the team in 1989. But LoveShackFancy’s store in Highland Park Village is one of its top three locations for sales, and the brand has “a lot of amazing customers in Dallas,” she said. That is one of three freestanding stores in the Lone Star state, with Houston and Austin being the others.
LoveShackFancy will air its first commercial, which features Reece Weaver, Kylie Dickson, Camille Sturdivant and Kelly Villares, during the DCC’s docu-series. Cheerleaders are expected at the launch event that will be held at the Dallas store in mid-June.
Cotton options comprise 75 percent of the brand’s summer collection and Texas produces more cotton than any other state. “All the farmers that work with cotton were really excited about this partnership to work with the Dallas Cowboys organization and the cheerleaders, because it’s great for the state of Texas and America in general. We love cotton and it is our favorite fabric,” Hessel Cohen said.
She praised the DCC for “empowering women and girls to feel confident in their clothes.” As for those who might consider cheerleaders to be dated and sexist, she said they “were opposite of that. These women are such businesswomen they blew me away. They are the most dedicated and loyal…they’re athletes and they really see themselves in that way. And they are. It is a sport.”
The assortment features red, white and blue styles.
Photo Courtesy LoveShackFancy
As a sign of their precision, she said that when the DCC were put in skirts, they wanted to be sure they had the right bloomers to ensure full coverage. “They definitely don’t want to show too much at all. If anything, it’s the opposite,” LoveShackFancy’s leader said. “They’re really incredible role models.”
Looking ahead, Hessel Cohen said there is “definitely potential” to do much more with the DCC. In the meantime, LoveShackFancy plans to open six to eight stores this year, and six to eight stores in 2026 too.
The company’s founder said she will definitely be bound for Texas this fall to cheer on the Dallas Cowboys.