European Bridal Week
Today’s brides are that little bit older and certainly more discerning than previous generations. And they know what they want when it comes to the dress of their dreams. That’s why the brands enjoying real success right now are those that have moved away from the traditional and are raising the bar when it comes to adventurous, confident design.
Afrodyta is a fine example of the new spirit in bridal with fabrics that dazzle the eye and awaken the senses, silhouettes that move seamlessly from the sleek and sensuous to the bold and voluminous, and detail that is always new, always different. This Polish label is fast to introduce trends, and consistent in its desire to lead the way, which makes it a force to be reckoned with. Here quality is key, both in the high standard of production, and in the choice of precious embellishments that include the sparkle of Swarovski crystals.
At European Bridal Week, you’ll discover plenty of shimmer and shine in Afrodyta’s luxurious tulle, sparkly tulle, glitter fabrics, lace and chiffon. The plus-size collection, too, is outstanding and gathering attention for its great fit, exquisitely crafted finish and its high-fashion features.
At Essen, another of Poland’s biggest names will be in the spotlight. Amy Love Bridal which, with its sister label White Code by Amy Love, cannot fail but to impress. The first is wonderfully romantic, taking the best of the classics and bringing new life and personality to every silhouette creating new forms and wonderous sculpted shapes; the second is sharp, chic, understated, outgoing, contemporary in every way, a little bit bohemiam, a little bit dreamy.
The White Code fabrics are soft and floaty, with geometric patterns on lace, and modernist embroideries creating swirls of intricate pattern. Amy Love, meanwhile, looks to layers to produce silhouettes that are feminine and dressed up with 3D flowers and gleaming beadwork. Creative director Elżbieta Cieślińska Miernik is passionate about all things beautiful and bridal, as she says, is all about beauty.
At European Bridal Week in Essen, celebrating its fifth anniversary 30 March to 1 April, the sheer number of brands unveiling their new collections for the very first time will satisfy every discerning taste and buying budget.
Justin Alexander is one of the hugely successful houses with a collection of collections, each with its own personality, appeal, and audience. Lillian West, for example, has a certain laid-back sense of freedom, the best of boho, and the must-have for destination weddings where formality is less important than sunshine and blue skies. Sincerity is a very different look, putting a twist on the classics, while Sweetheart shows a girl-next-door freshness. The core Justin Alexander label is a celebration of high style, marrying contemporary chic with luxurious detailing. You couldn’t get a better mix than this house creates so skilfully.
The new season looks are something of a departure and indicate that designers are once again seeking to be adventurous. And to retailers, the opportunity to see something that is worth shouting about could not have come at a better time or be further removed from the play-it-safe style of recent years.
Demetrios is a brand that exemplifies design spirit, from its stunning choice of fabrics to the individuality of its cuts and detailing. But then, when the house was launched in New York back in 1980, the desire to be different was the ethos, and risk-taking was the signature.
Today, Demetrios is a six-brand house, with its eponymous label that is all about romance, plus the regal Platinum line, cool and contemporary Cosmobella, and Orea sposa, Destination Romance and Metropolitan; each line has its own personality, making the choice captivating.
Nicole is another big name with a big offering. The crown of this beautiful portfolio from Milan is the design-led Alessandra Rinaudo – you’ll find the unusual here, rare combinations of cut and bold mixes of fabrics, and trouser suits that are softly tailored but have movement and flow and femininity. The collections of the brand are beautiful, between true classic – elegant, self-assured, and featuring trend-setting detail, looking out for great sleeve features and intricate laces, to other collections from this house regarded by many as Italy’s best.
Morilee is another brand, loved by stockists and brides alike, that never fails to deliver design surprises that make it stand out from the crowd. Like Demetrios, the creative objective is to have something for all tastes… to meet the demands of the modern bride, whether her dream dress is a new interpretation of a classic or a thoroughly contemporary gown that’s perfect for a laid-back beach wedding. And all price brackets are covered across the labels, too. Giving a bride the opportunity to customise their dress is an added bonus here, with the additional of sparkling straps, sheer bodices, reversible linings, cups is a range of colours and, of course, those beautifully-worked accessories that complete the picture and add to the value of a sale.
Between these two brands, there are close to a dozen luscious labels. Many of them will feature on the catwalks of this important exhibition that leads the way in northern Europe with its sheer size, its choice, and its early dates that attracted retailers from 49 countries last year.
With the doors of European Bridal Week 2020 opening at the beginning of July, we as the organisers will be placing the health and well-being of everybody attending as a first priority.
With the experience and knowledge of a professional and with the successful handling of an international bridal show as European Bridal Week in Essen in Germany, all exhibitors and visitors can have trust in us when we take decisions about critical situations; this in the interests of their safety but even more to support them within the bridal industry. Because Passion Unites Us.”
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