Hey there, brides-to-be! For those of you who are wondering whether or not the perfect modern gown exists, we’re here to tell you that yes, it certainly does. In fact, the bridal label Grace Loves Lace has just dropped an entire 7-gown collection, and we’re willing to bet that each stunning frock will be right up your alley.
The Australian bridal studio Grace Loves Lace unveiled their new mainline collection on October 10, 2024. VIVA celebrates individuality and femininity: “This collection embodies the essence of raw luxury for the woman in a league of her own,” writes the brand. “VIVA is our salute to you, the woman of style, substance and passion.”
This marks a massive release for the label. Run by founder and creative director Megan Ziems, the brand had spent the last two years working tirelessly on a line of bombshell designs that align with the sophisticated, particular taste of modern brides. The resulting collection is a perfected capsule lookbook of quintessential in-vogue hits: the slinky slip gown, the dainty sheath reminiscent of a Greek goddess, the woodland nymph floral frock, and the sculptural strapless dress, to name a few.
The collection is available now, ready for your perusal. See the looks below!
The VIVA Collection is comprised of 7 gowns: the Rosie, Phoebe, Mya, Suki, Tia, Gigi, and Stevie. The gowns are accompanied by 7 accessory pieces, including the breathtaking Jagger robe, a pair of embroidered veils, matching gloves, and floral earrings.
While striking in their simplicity, the gowns possess a strong, confident allure that’ll suit free-spirited brides who love fashion, and crave something beyond the usual run-of-the-mill wedding dress styles.
Grace Loves Lace founder Megan Ziems had the same idea, saying she saw a gap in the market “for how women were represented as brides.”
“Grace Loves Lace was born as a solution to a problem I had when I was wedding dress shopping,” she said. “There weren’t many options for women who didn’t want a traditional dress, so my priority back then was to create a collection that was based on quality, comfort and natural beauty.”
“This has been key to our success; we’ve always been driven by an authentic desire to provide brides with gowns that make them feel good. I really focused on moving away from the concept of women having to wear a gown that felt uncomfortable, heavy and didn’t suit their body shape or size. I had experience in quality fabrics, to it was clear to me that the bridal industry was missing the mark in terms of quality. That translated to stretch elements we still use in our design process today, they’re so important for function and fit and it really built the foundation for our collections.”
“My thought process was quite simple back then, I vividly remember thinking “I can’t be the only one wanting a beautiful dress that is effortless and luxurious, that is different to everything on the market.”
“Almost 15 years later and the drive remains the same: we design gowns for women that want a luxury wedding gown without the couture price tag.”
Megan Ziems
‘Grace Loves Lace’ Founder and Creative Director
A Grace Loves Lace first, VIVA introduces flexi boning with 360-degree movement, ensuring unbeatable comfort and a flawless silhouette. The gowns also come with built-in shapewear, eliminating the need to hunt for undergarments that won’t ruin the flow of your bridal regalia.
Featuring intricate lace, stunning embroidery, crepe, and silks, Grace Loves Lace’s passionate design team invested countless hours in the organic placement of elements, resulting in truly artisanal, one-of-a-kind gowns.
The campaign shoot for the collection took place in the incredible landscapes of Folegandros, Greece, amidst rustic buildings, cliffsides, and decks overlooking the water. The VIVA campaign captures an unmistakable spirit of adventure and wild, untamed beauty, which shines through with the artful subtlety of the gowns. Slinky silhouettes, asymmetrical cuts, cascading trains, and organic fabric placements reflecting the brand’s ethos of “perfectly imperfect” elegance.
Grace Loves Lace has a total of 26 in-person boutiques across the United States, the UK, Canada, and Australia. Visit the one nearest you to try the VIVA collection now.
You can also opt to book an 1-hour online appointment slot with the Grace Loves Lace team! Visit this link to fill out a contact form. The video calls are completely free, and you can opt to see 3-5 gowns that the in-house stylists can try on for you to see the fit and movement. Get in contact with the amazing team today!
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