Women’s Wear Daily
04.23.2014
fashion-features
fashion-features

Here Comes the Marchesa Bride

Marchesa gowns, which have graced plenty of red carpets, will soon be making their way down wedding aisles, as well.

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A draped silk satin chiffon gown with embroidered details
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NEW YORK — Marchesa gowns, which have graced plenty of red carpets, will soon be making their way down wedding aisles, as well.

Designer Georgina Chapman, who cofounded the label with Keren Craig, has created a capsule bridal collection, which will be unveiled exclusively at Bergdorf Goodman later this month and will mark another milestone in the company's rapid growth in the past two years.

The bridal collection takes its creative cues from Marchesa's romantic evening dresses, from Grecian draping to Empire waistlines, delicate embroidery and ruffles and roses embellishments — but this being bridal, the looks will naturally be in a hue of white.

Chapman said bridal was a natural extension for the label that has made its mark in recent years in special occasion wear. In fact, she said, many brides-to-be had approached her about offering versions of her Marchesa gowns in white.

"I have met a lot of people who have worn our dresses for their brides' dresses, and we have had special requests to do dresses in white," she said, sitting in Marchesa's showroom on West 14th Street here. "We have found a trend of women who wanted something a little more simple. They didn't want a big dress, but something that felt more comfortable. Nowadays, there are women who are so used to wearing jeans and tops during the day that it's a big leap to get into a huge dress and a corset. It's really those women we wanted to do something for, and for somebody who is doing a smaller type wedding, maybe in a registry office or just back at their house."

And so Chapman decided to make seven dresses available off-the-rack rather than the typical custom-made gowns offered in upscale bridal salons. Instead of selling the collection through the specialty store's bridal salon, it will be merchandised at Bergdorf's "Couture Evening Salon" on the fourth floor, which also sells Marchesa's evening gowns.

Linda Fargo, Bergdorf's senior vice president, fashion office and store presentation, said the line fits into the eveningwear area. "When you're shopping in a bridal salon, it's more of a formalized, semi-couture experience, and usually requires two fittings, potentially over a six-month-period. We felt this allows for a less formal process. We have also asked them for some of their shorter cocktail pieces in white for brides who want something much more casual, and perhaps something for a beach wedding."
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