The brand collated feedback from brides across the globe to guide a more considered design approach in 2023, only releasing dresses that filled a gap for their customers.
Founder and Creative Director, Megan Ziems, wanted to simplify the design strategy with the release of the gowns, Grace & Dahlia.
“We wanted to focus more on the data behind some of our most iconic gowns and lean into the valuable feedback provided by our brides. We took on these responses to create gowns that answers these ‘must haves’, whilst staying true to our design values,” explains Ziems.
“With this tightly curated collection this year, it’s allowed us to complement our existing product offering. We are focused on releasing gowns our brides really want, and what is right for the market right now.”
“The first gown, Grace, was created based on brides asking for a timeless, figure-hugging silhouette that is reminiscent of Old Hollywood glamour. This crepe gown moulds to the body and supports without restriction. We love this gown so much it only made sense to call her Grace,”
“Dahlia, the lace gown, was inspired by our iconic Chelo silhouette and signature Clo rose stretch lace. This gown is made for romantic brides who values an intricate, detailed design that creates that ‘wow’ bridal moment,” says Ziems.
Grace and Dahlia will be available as part of Grace Loves Lace’s made-to-order standard offering in sizes XS to XXXL. Grace will retail for $2,700 and Dahlia will retail for $2,700. Both gowns have launched at www.graceloveslace.com and at the brand’s 26 international showrooms.
ABOUT GRACE LOVES LACE:
Grace Loves Lace is the label behind the world’s most-pinned wedding dress and is the largest direct-to-consumer independent bridal brand globally. With all products designed in Australia, each Grace Loves Lace gown is crafted for style, comfort and movement.
Disillusioned with the structured, traditional wedding ‘uniform’ that dominated the market, Founder and Creative Director, Megan Ziems set out to change the bridal industry. She believed that quality shouldn’t be dictated by a price tag and that a woman shouldn’t be forced to sacrifice style for comfort.
Grace Loves Lace Showroom Locations: Los Angeles, New York, Atlanta, Boston, Chicago, Columbus, Dallas, Denver, Houston, Las Vegas, Miami, Minneapolis, Nashville, New Jersey, Philadelphia, Phoenix, San Diego, San Francisco, Seattle, Washington D.C., Toronto, London, Sydney, Melbourne, Gold Coast, Perth.