A DRESS TO IMPRESS
A lot has changed in the wedding-dress world in recent years. Sure, most gowns are still white, off-white or some subtle variation, but when it comes to length, silhouette and embellishments, anything goes. Aleesha Harris asked Gaby Bayona, owner and designer behind the brands Truvelle and Laudae, to talk trends and the bridal-gown industry.
Q What’s new in the world of bridal gowns?
A Similar to how it is in many other product sectors, the rise of social media has given a voice to the independent designer and paved the way for more options than ever before. The past year has been the year of the indie bridal designer, something made glaringly evident by the much publicized bankruptcy of Alfred Angelo, a bridal company which has been around since the 1930s. Faced with proof that options exist through Pinterest and Instagram, brides are no longer settling for what’s available at their local bridal boutique. It’s an awesome time to be a bride, and a time that is both exciting and challenging for designers.
Q How, if at all, have styles changed in recent years?
A Oh man, it has changed so, so much. Quick backstory — I grew up in the bridal industry, thanks to my (mom) who was a bridal alterationist. Growing up, it felt like the only thing out there was heavy satin mermaid gowns and ball gowns ... probably due to the fact that was all there was. Gone are the days when whole decades can be summed up by a look — we all know too well the puffy sleeved bridal gowns of the ’80s. In recent years, there has definitely been a shift to unique gowns for all. It’s not hard to find super streamlined sheath gowns, romantic chiffon gowns, luxurious ball gowns, super-sexy fitted numbers, or anything else on a bride’s Pinterest board.
Q I’ve been seeing illusion elements popping up everywhere. What makes this popular for brides?
A Illusion necklines are special for a few reasons: it gives nearinvisible structure; it allows for subtle coverage; and it also allows a designer to appliqué lace onto what looks like skin. This final point is the most exciting for me. Without an illusion neckline, a bodice would simply be sewn into a seam and the edges would be clean. To me, illusion elements are like drawing outside of the lines.
Q How would you describe your latest collections?
A With each new collection launch, it’s our goal to balance what we’re known for with new and exciting design elements. At Truvelle, we’ve maintained our position as the go-to brand for effortless, A-line skirts with beautifully constructed bodices. To inject newness into our collection, we introduced a gorgeous macadamia tulle, a gold-foiled lace and a perfectly boho embroidered mesh into our fabric choices. We also introduced our very first scoop-neck bodice, a stunning beaded capsleeved number, and a versatile and totally wearable chiffon bow.
Q Why do you feel it’s important to give brides access to the designer directly?
A I think it’s just as important for brides to have access to the designer as it is for the designer to have access to brides. After all, what better muse is there than the women who will eventually wear a Truvelle dress? For brides, I know how important it is to have a human touch point within bridal — it’s such an emotionally driven event, and emotions need a connection to cultivate. At Truvelle, we want to make the experience at our boutique different than an everyday shopping experience. Bridal is one of the few product experiences you only get to do once — so why should it be sold like how everything else is sold? Q What do you hope brides take away from an event like this?
A A big goal within Truvelle this coming year is to build a strong community. With this event, I hope that our brides will not only feel a stronger connection to our brand, but feel like they can be friends with our brand. Purchasing a wedding dress isn’t like buying a T-shirt: It can take months and multiple visits to our boutique to decide on the perfect gown, and then it will take months for us to make that gown from scratch for that individual. Once a gown is made, a bride will come to our headquarters to have her alterations done with one of our specialists, visit us for accessories and styling tips, and after the wedding she can join our community of #truvellebrides around the world. Events like our meet-and-greet are yet another way to build personal and human touch points with the women who support us.
Q What’s next for you and your bridal brands?
A Up until last month, I was pretty hard-set on not doing anything new for a year. Since late 2013, Truvelle has grown from me and my apartment, to a 25-plus person operation operating in a 10,000-square-foot office, supplying to boutiques in America, Europe, Africa, Australia and New Zealand. It was both exhausting and scary — at certain points, our growth was outpacing our capital. However, December brought on conversations for the new year, and conversations for the new year inevitably lead to fun brainstorm sessions on how we could grow. Right now, we’re planning our first East Coast pop-up in Montreal. If all goes well, this could lead to a boutique on the East Coast. We’re also looking to further grow our lines through a potential third label.
To learn more, visit truvelle.com.