When Australian style designer Marina Afonina, of the tag Albus Lumen, was asked by a close friend to create a watch for her marriage, she took to the task with love.
“She asked me to create a search for her to get her special evening, which was a silk suit with shorts. She wished to appear effortless, understated, but at the exact same time chic and classic — all the essentials of the Albus Lumen women,” states Afonina. The timing turned out to be put on.
Just a few months afterwards, Afonina was approached by luxury online merchant Matches Fashion to create a capsule set for its new bridal segment, ” The Wedding Edit. A curation of all 30 bespoke collections and 250 unique bits from manufacturers, it spotlights designers such as Brock Collection, Cecilie Bahnsen, Emilia Wickstead, The Attico, Jacquemus, that are relevant for the fashion-forward bride.
The effect of celebrities like Game of Thrones celebrity Sophie Turner, who wore a Bevza jumpsuit for her Las Vegas wedding to Joe Jonas (she wore Louis Vuitton for her main ceremony in France), growing awareness of the surroundings (who desires a dress you only wear once?) , and the simple fact that many brides don’t want to seem, well, bridey, has intended designers and retailers have had to rethink their aesthetic offerings. The notion of buying a wedding dress online is a change in the bridal fashion industry. Photo: Keystone/Hulton Photo: Keystone/Hulton
Natalie Kingham, style and purchasing director at Matches Fashion, states girls are definitely thinking otherwise about weddings and dressing up. “The awareness of dressing for weddings and events is evolving and we wanted to make it effortless for our customers to find these appearances in the 1 curation,” she states.
The disposition board to the project included Paula Yates and Danish version Emma Leth, who wed in 2018 wearing a lace dress and announcement hat out of Jacquemus. Bianca Jagger’s white lace YSL match, worn to her wedding into Mick Jagger in 1971, remains the gold standard for getting hitched in style.
Online shopping gives women access to a huge selection of wedding gowns, including many unconventional silhouettes, like this Christopher Kane bridal outfit from Matches Fashion.Online shopping gives women access to a huge assortment of wedding dresses, including many non-traditional silhouettes, like this Christopher Kane bridal outfit from Matches Fashion.
Online shopping gives women access to a enormous selection of wedding gowns, including many non-traditional silhouettes, such as this Christopher Kane bridal outfit in Matches Fashion.
When Australian style designer Marina Afonina, of the label Albus Lumen, was requested by a buddy to create a watch for her marriage, she took to the task with love.
“She asked me to create a look for her to get her special day, which was a silk suit with shorts. She wished to look effortless, understated, but in the same time chic and classic — all of the essentials of this Albus Lumen girls,” says Afonina. The timing turned out to be spot on.
Just a couple of months after, Afonina was approached by luxury online merchant Matches Fashion to make a capsule collection for its own bridal section, The Wedding Edit. A curation of 30 bespoke collections and 250 unique pieces from manufacturers, it spotlights designers including Brock Collection, Cecilie Bahnsen, Emilia Wickstead, The Attico, Jacquemus, that are applicable to your fashion-forward bride.
The influence of actors like Game of Thrones actress Sophie Turner, who wore a Bevza jumpsuit for her Las Vegas wedding to Joe Jonas (she later wore Louis Vuitton for her principal ceremony in France), growing consciousness of their environment (who desires a dress you wear once?) , and the simple fact that many brides do not want to look, well, bridey, has intended retailers and designers have had to rethink their aesthetic offerings. The idea of purchasing a wedding dress online is a shift in the bridal fashion industry.
An Albus Lumen lawsuit with Nicholas Kirkwood shoes in Matches Fashion.
An Albus Lumen lawsuit with Nicholas Kirkwood sneakers in Matches Fashion.
Mick Jagger marries Bianca Perez Morena de Macias at Saint-Tropez in 1971. Photo: Keystone/Hulton Archive/Getty Pictures
Natalie Kingham, buying and fashion director at Matches Fashion, says girls are definitely thinking differently about weddings and dressing up. “The perception of dressing for weddings and events is evolving and we wanted to make it effortless for our customers to discover these looks in the one curation,” she says.
The mood board to the project comprised Paula Yates and Danish model Emma Leth, who married in 2018 wearing a lace dress and statement hat from Jacquemus. Bianca Jagger’s white satin YSL suit, worn to her wedding to Mick Jagger in 1971, is still the gold standard for getting hitched in style.
“For many women when it comes to events and weddings, they want to wear something that feels exceptional and they know they will love for years to come. We have seen so much advancement in the way the contemporary bride dresses — not just thinking about what she will wear for your actual wedding, but at night before, the after-party,” states Kingham.
“For every, she may select a different mood — a classic shape from Vivienne Westwood or even Erdem for the day, or a sequinned Halpern mini or Paco Rabanne chain dress for the day. I think we will continue to see this inspire how women buy.”
