How Nili Lotan Built a $100 Million Brand

Nili Lotan does not have time for TikTok trends.

Sitting in her office loft above her brand’s atelier in New York one recent spring morning, the 64-year-old designer heaved a sigh when asked if she was curious about “cottagecore” — the floral countryside aesthetic that’s helped propel brands like LoveShackFancy and Hill House Home.

“I’ve been 42 years designing, I’ve seen it all a million times in my career, and I just won’t…