When you're a fashion founder and your birthday coincides with NYFW, there's really only one thing to do: Throw a totally over-the-top celebration that doubles as a sneak peek at your new collection!

LoveShackFancy's Rebecca Hessel Cohen painted the Plaza pink this weekend for a bal masqué in honor of her 40th birthday, spotlighting pieces from her beloved brand's upcoming capsule collection of eveningwear. Two birds, one very fabulous stone. 

A chic coterie of Hessel Cohen's nearest and dearest stepped out in their frilliest masquerade best, with guests including Lili Buffet, Ivy Getty, Latham Thomas, Stephanie Nass, and Timo Weiland. The glamorous soiree, hosted inside the iconic hotel's grand ballroom, featured lush floral installations by Lewis Miller, dancers, aerialists, and a decadent dessert spread by Ladurée and Sarah & Simon Cakes that would've given Marie Antoinette herself a sugar rush. 

As for the birthday girl? She made the rounds looking the picture of confection perfection in a lineup of pink party dresses fit for a princess. 

Click through for a look at what you missed!

[Photos by Ben Rosser/BFA.com courtesy LoveShackFancy]