Lovefool was founded by two best friends, Trixie & Lalene, who were over and underwhelmed by the process of shopping and wanted to create a community for women to shop without feeling like they needed to change themselves.
As founders, they felt that other clothing brands prey on women’s insecurities by offering too much of what they don’t need and failing to ask women what they do need. Before diving into the design process, they surveyed a diverse group of different women about their struggles of getting dressed. The result? A curated collection of adjust-to-fit pieces that are effortless, versatile, and timeless.