There are certain fashion moments that future brides have long been waiting for – and this is one of them. Erdem Moralıoğlu, who has shown his skill in all things poetic and romantic with his ready-to-wear collections, announced the launch of a bridal range that will be sold all year round online at erdem.com and at the brand’s flagship store in the London borough of Mayfair.
Fashion brides have been waiting for the designer’s foray into the bride, especially after he allegedly designed the Duchess of Sussex’s wedding dress. After years of creating bespoke brides for private customers only, he used the downtime of the pandemic to consider how he could reach as many future brides as possible.
“The White Collection was created in response to the need for a small alternative to a wedding dress in the traditional sense,” said Moralıoğlu of the collection’s show notes. “I was really interested in creating a bridal line that had a modern and new feel to it.” This new style of wedding attire is one reason for the modern bride’s need for dresses for smaller civil ceremonies amid (and may have been inspired by) the delays of COVID at large gatherings.
Brides have long turned to Erdem for romantic, dreamy, and sometimes Victorian-inspired garments for wedding-related events and for the aisle. With this capsule collection of dresses, gowns, and accessories, Erdem is committed to a consistent compilation of silhouettes that work for today’s bride – and the collection is likely to evolve as they and their needs do.
When it came time to discover the silhouettes he showed off when the collection was launched, Moralıoğlu started with what today’s bride was looking for – and with an intention to highlight the craftsmanship. “I first looked at my archive. For me, it was about creating light and special shapes with Swiss embroidery and crystal decorations. It was important to me that the collection has a very human hand,” he said. The collection currently consists of seven looks, some of which are short and effortless and ideal for outdoor civil ceremonies.
The most dramatic dress in the collection, the Alphonse, is hand embroidered with crystals on lace and features a dropped waist, high neckline and cap sleeves. The dress is a small window of how Erdem differentiates his bridal offer from the offers on the current bridal market. It focuses on brand-specific silhouettes and techniques rather than offering a different version of a standard bride silhouette.
With the White Collection, Erdem fans can also get a little slice of the label for the aisle without going for a complete look. The range includes headwear, earrings, and belts that brides can purchase to complement rehearsal dinner, ceremony, and after-party ensembles, and possibly to wear beyond the big day. According to the collection notes, Erdem will continue to offer his customers his longstanding service of creating bespoke bridal wear through his London studio.
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