Lovefool was founded by two best friends that 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. They felt that too often clothing brands prey on women’s insecurities by offering too much of what they don’t need as opposed to taking the time to actually ask women what they do need. So they surveyed a bunch of different women about their struggles of getting dressed and that lead to a curated collection of pieces that are effortless, versatile, and timeless ❤