It’s hard to believe, but the designer who propagates playful pinks and lovely lilacs wore only black in her twenties.

That’s right, pastel-loving LoveShackFancy founder and creative director Rebecca Hessel Cohen once rocked New York’s unofficial color.

“Seriously, from head to toe,” she tells Alexa. “And while I was always super feminine, my uniform was a black mini-skirt with a blazer and sky-high heels.”

It wasn’t until Cohen had her first daughter that she fell head over heels for what she calls “pinks, florals and fantasy.” Her flirty dresses, ruffled skirts and girly tops in whimsical prints quickly became a favorite of celebs like Jennifer Lopez, Paris Hilton, Nicky Hilton Rothschild, Eiza Gonzalez, Emma Roberts and Sofia Richie. The lifestyle brand’s unabashedly pretty aesthetic is even used as an adjective.

“I love literally everything,” model Leni Klum told Alexa at the LoveShackFancy fashion show in September.

Yet it’s not just dusty rose that looks romantic in LoveShack land. Hessel Cohen has introduced “Noir Nights,” a monochromatic assortment of LBDs and uptown suiting in the darkest of hues, with a selection of ivory items for contrast. Turns out jet gowns and inky tiered tulle minis look just as dreamy as blush ones.

“In honor of my twenty-year-old self and our girls, with a bit of edge, it felt so right to offer all these gorgeous black styles this season,” explains the designer. “Obviously, dancing and dressing up are at the heart of who we are. In light of that, we were inspired to create a collection you could dress up and go out in from NY to Paris, LA, and Miami, wherever our girl finds herself.”

The pieces are go-with-everything black, but they’re anything but basic. Hessel Cohen embellishes them with her signature “tulles, vintage-inspired laces, shimmer, sequins, paillettes, crystals, and beautiful jewels.” As for texture, there are soft velvets, sleek faux leathers and nubby tweeds.

Here’s a look at the dusk-to-dawn finery.