Bridal gowns you can wear again
Vancouver wedding wear brand caters to brides ‘who want to make meaningful purchases’
A bridal gown is something to be worn once then stored away, then lovingly brought out intermittently to be reminisced over. Right?
According to the designers behind the Vancouver-based brand Fern and Moon, this couldn’t be further from the truth.
Keira Danniels and Karen Merrifield believe “modern brides” want more from their gowns than a oneoff experience. So, to deliver on this theory, they created a bridal wear line of mix-andmatch separates that can each be worn on the big day — and then on pretty much any day after that.
We caught up with the designers to learn more about their brand, what sets it apart and more.
Q When and why did you start Fern and Moon?
A
The concept of Fern and Moon, a line of simple and elegant bridal separates that mix and match to create a complete gown, came together in Rome in 2015. Karen was on her honeymoon, and Keira was along for the ride — because what self-respecting friend doesn’t crash their bestie’s honeymoon? We talked about the frustrations that Karen faced around limited style options while searching for her wedding dress and set out to solve them together.
The line, which includes bodysuits with built-in cups and seamless bottoms — no need for undergarments or shapewear — and wrinkle-resistant skirts with built-in lining, combines everything a bride needs for a comfortable and worry-free wedding day. We created Fern and Moon with sustainability in mind: Each piece can be worn separately after the wedding, so no dress goes to waste. And we use all fabric scraps in our production process.
Q Is there a story behind the name?
A The name came from the concept of two separate pieces working together to create a unified vision. Whether it’s two people in a marriage, two business partners or a two-piece wedding dress, we love how some things are beautiful apart but better together. Fern and Moon is both grounded and whimsical, so it was the perfect fit with our ethos of practical design that doesn’t sacrifice beauty.
Q How would you describe the esthetic?
A
The unifying feature is that the pieces are stylish, minimalist and classic. It’s like a modular closet, and brides can build their own look. While each piece has a timeless design, you can really achieve a different feel depending on the pairing.
Q And who is the Fern and Moon bride?
A
The Fern and Moon bride is someone who wants to wear something that represents who they are. They are practical, with an eye for style. They care about who is making their clothes, and they want to make meaningful purchases that extend beyond just a onetime wear. They probably like dogs, too. And pasta. Or is that just us? ... The brand is built on the idea of versatile and re-wearable separates for brides.
Q Why was this important to you?
A
Fashion is one of the most wasteful industries in the world, but also such a beautiful form of self-expression. We wanted to create clothing people would feel good about wearing, both in fit and in ethos. Spending a lot of money on an item you may only wear for six hours doesn’t make a lot of sense to us, but creating bodysuits and skirts that can be worn again with minimal effort really does.
We hope these pieces travel with brides on their honeymoon and are worn for years to come. After all of the work that goes into designing and creating a piece of clothing, it seems like such a waste to have it gather dust in the closet.
Q And what has been the feedback?
A
The feedback has been wonderful. After two years of trials and testing, we have launched with a range of bodysuits and skirts that solve every pain point we set out to tackle, and people have noticed. The line works on diverse bodies and is comfortable to wear while still providing support. Brides seem especially excited by the seamless bodysuit bottoms and lingerie look, and the skirts have been a hit.
Q Where are your designs made?
A Everything is made in Vancouver.
Q And where can people check them out?
A
You can find our designs online at fernandmoon.com, or if you are in the Vancouver area you can book an appointment to try them on in person at our studio. We also send fabric samples through the mail for brides curious about how the fabric looks and feels.
Selling online seemed like a risk at first, but bridal shops will tell you that most wedding dresses need alterations, so finding the closest fit and then tailoring your dress is the only way to achieve the best fit for each bride.
Q What is the price range for Fern and Moon designs?
A
We sell direct to brides so we can offer locally made pieces for wholesale prices. Combos, a bodysuit and skirt, range from $1,360 to $1,900, before tax.
Q And, lastly, what’s next?
A
We are exploring modular designs even further. A pair of pants is in the works, along with a gorgeous bralette. We are also looking at introducing options for bridesmaids.