Wrangler, the denim label owned by Kontoor Brands, launched a 19-piece limited-edition womenswear capsule with LoveShackFancy on August 5, combining the western brand’s denim heritage with the fashion label’s signature florals, bows and feminine detailing. Prices range from $79 to $239.
The collection features eight bottoms, seven tops, two jackets, one jumpsuit and one overall, with five styles sold exclusively through Wrangler.com. Four Wrangler fits, including a women’s Cowboy Cut in ecru created for the collaboration, combine the brand’s five-pocket styling and signature “W” stitching with bow embroidery and custom hardware.
The capsule also includes a trucker jacket and oversized jacket with bow-embroidered pockets. Denim bustier tops feature sculpted seams and bow-shaped back zippers, while a shirt dress reworks Wrangler’s classic snap-shirt construction. An overall comes in a blue floral print, while graphic T-shirts feature a cowgirl illustration and dual-brand logo. Each piece carries a pink collaboration patch and “Long Live Cowgirls” waistband stitching.
The collection was inspired by the atmosphere of a summer state fair. Rebecca Hessel Cohen, founder and creative director of LoveShackFancy, said the mood drew on the lights, music and nostalgic energy of a fairground night. The collaboration brought LoveShackFancy’s florals, lace and feminine details together with Wrangler’s established denim heritage.
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Holly Wheeler, vice president of global marketing at Wrangler, said the partnership supported the company’s broader womenswear strategy and was designed to appeal to younger shoppers, particularly Gen Z. The capsule combined Wrangler’s traditional denim craftsmanship with a more fashion-forward aesthetic.
The collection became available on August 5 through Wrangler.com, LoveShackFancy.com and LoveShackFancy boutiques across the United States. It also made its in-person debut at LoveShackFancy’s new boutique at The Summit in Birmingham, Alabama, where the opening featured a country-fair-themed event with custom embroidery, carnival games and sweet treats.
Founded in 2013, LoveShackFancy operates 31 boutiques across the United States and London and sells through about 450 retailers. Its previous collaborations have included Victoria’s Secret Pink, Gap, Target, Stanley, Pottery Barn and Bogner.
Wrangler has also expanded its collaboration portfolio in recent seasons, working with country singer Lainey Wilson, Coors, Chaco and Dr. Scholl’s as the 75-year-old western brand seeks to broaden its appeal beyond its traditional customer base.
The partnership highlighted Wrangler’s strategy of using limited-edition drops and cross-category collaborations to attract younger, fashion-conscious consumers while retaining its western identity. For LoveShackFancy, the capsule provided an entry into denim through a major heritage brand and expanded its presence in a category with strong Gen Z appeal.