Vera Wang to future brides: “Don’t be intimidated by fashion”

In the dreamy imagination of every future wife with respect to her big day, there can only be a dress of Vera Wang: whether it is a simple reference, a detail, or the wonder evoked by her creations and spasmodically sought in the perfect dress, the designer has given life to a completely new dimension in bridal fashion, becoming its emblematic figure.

The designer has in fact the merit, thirty years ago, of having literally revolutionized the bridal sector, bringing with it all the innovation and freedom of the fashion industry from which it came.

One avant-garde spirit, accompanied in several cases by a real culture shock, with whom Vera Wang fulfilled the wishes of thousands of brides. Now, the wishes of many other women will come true, thanks to the new signature that the designer will launch tomorrow, September 16, with Pronovias Group: it’s about Vera Wang Bride, a line of dresses designed for the big day, at an affordable price level, with which her iconic designs will finally reach even more brides. The designer has thus created the first collection of her new brand, outlining the models starting from the characteristic features that have always made her creations so desired: charm, sensuality, artistic ability and, above all, emotion. The essence of the collection revolves around the use of the highest quality fabrics, refined finishes on accentuated volumes and new silhouettes (in the gallery), which perfectly combine handcrafted details with fine textures: the result is 60 dresses, from columnar ones to the most minimal proposals, passing through mermaid skirts and the most dramatic and princely ones, which speak of «freedom and experimentation. In short, there are no rules, ”said Vera Wang. The sizes of the dresses range from 32 to 60, in a price range from € 1,600 to € 4,000: “This partnership with Pronovias Group has allowed me to push myself beyond my creative boundaries and to develop a global brand available to all brides. at an affordable price »continued the designer, with whom we had the pleasure of speaking at the launch of the collection.

The name of Vera Wang is an institution in terms of wedding dresses, as is Pronovias: what were, for you, the points of contact between the two realities?
«Pronovias is undoubtedly a highly respected reality that, as an internationally known retailer, has the strength to create new business. It is from this strength that we want to expand the bridal collections, but the fundamental point of contact that allowed all of this, of which I am very proud, was the understanding that I received as an artist. Moreover, in a complicated period like that of the pandemic, they have shown that (almost) anything is possible: my team in New York, and their team in Barcelona, ​​together with other collaborators in every corner of the world, have given life to the collection. of launch, capturing their essence, even when most of the time seeing the clothes live – the details of the fabrics and every detail of the cuts – was not possible. A huge challenge through which, with my brand, we managed to reach an enormously larger audience, with creations of the highest quality, but more accessible. The latter is another essential point of contact for me, having always worked in Haute Couture ».

In this regard, how do you think it is possible to find the perfect balance, in bridal fashion, between democratization and uniqueness?
“I think it has never been as possible as it is now. When I launched my brand, between 1989 and 1990, wedding dresses had to be “in a certain way”, mostly with wide sleeves and flared and voluminous skirts. I came from fashion and not from the bridal universe – more precisely from Vogue and then from Ralph Lauren – and I felt I wanted to give more freedom of choice to future brides. How was it possible not to have the possibility of being and feeling oneself in an unrepeatable day like that of marriage? Plus, when choosing a dress for the big day, you are always immature – it’s something you’ve never done, after all, and most women don’t have a lifestyle for which to wear gala dresses every night. Since the beginning of my career in the sector, I have tried to make uniqueness the absolute priority of my creations, and today this research allows us to arrive at more and more various options, because the “roles” are gradually diversifying. It is no longer necessary to show off a dress that covers you up to the chin, just as it is no longer necessary to opt for a ball gown: if you want to wear a creation of this type obviously it is fantastic, but there are no more, fortunately, of the limiting rules as in the past. Suffice it to say that initially, strapless wedding dresses were a real scandal! In addition, over the years, the color palettes have also become increasingly extensive: I myself have designed wedding dresses in all pastel shades, but also black, red and nude. I like to think that I have brought fashion to bridal wear ».

What led you initially, and what inspires you to continue, to create dream wedding dresses?
“The initial inspiration was my own wedding (laughs)! I was on the verge of 40, and I remember my boyfriend saying to me: “Please don’t come in a fashion version. You always are, come to the altar as a bride ”. But what does it really mean to be dressed like a bride? At the time I was very busy as Design Director for Ralph Lauren and I didn’t really have any free time: finding a wedding dress was really difficult, and at the time it was more like a “uniform” than a creation to feel like your own. The wedding dresses were almost all of a Victorian style, and this also because of the mostly religious contexts: a ceremony on the beach, with a dress designed for the occasion, was absolutely unthinkable, as was a minimalist model, or with a short skirt. As a fashion creative, as you can imagine, I felt extremely frustrated. I searched for my dress everywhere, from Paris to London, but I couldn’t find what I wanted to wear at my wedding. So, I decided to draw it myself, and have someone make it. My father, seeing my initiative, realized that many other women undoubtedly had the same problems in choosing their dress, and he suggested that I finance my business. My response was: “No thanks! I don’t want a company, I’m very happy with Ralph Lauren ”. However, she forced my hand a little, because she saw a great opportunity in front of me, and although I haven’t lived long enough to see how far I have come, I am very grateful for the chance she has given me: that of being a creator. , an innovator. This is one of the great inspirations that keeps me going: to have a vision, to be able to express it and see it recognized ».

How would you describe, in three key words, the women who wear your creations on their big day?
“First of all, individualists. Women who know exactly who they are, who they want to be and how they want to celebrate themselves and their love story on the occasion of their wedding: I love this sense of self-awareness, and that’s why the second key word that comes to mind it is comfortable. To feel comfortable in her dress, it is important that every bride feels comfortable, in aesthetic and physical terms, to be herself from the image – which also includes make-up, hairstyle and accessories – to the more practical side of the whole day of marriage. After all, if you don’t feel comfortable, how can you enjoy such a special moment? The third key word is fearless, without fear: of women who are not afraid to experiment for their big day. Recently, for example, I made a wedding dress that was, quite literally, fiery red. The mother got a stroke (laughs)! Besides, she blamed it on me, but I replied that her daughter had her idea, and that she should celebrate her audacity. ‘

What advice would you give to brides, by virtue of these new awareness?
“I would tell any bride not to be intimidated by fashion: no one should follow a prescribed script when it comes to their marriage, and it is essential that every woman feels the freedom to express who she is or what she really wants. This is the most important thing of all, and I myself did not give any kind of indication to the brides, because I want them to tell their personal story through the wedding dress in the way they deem most appropriate. What I recommend is to wear what represents them and that they would not find anywhere else: it is what I do myself, as a designer ».

How do you think the bridal fashion industry has evolved following the global situation we are still experiencing?
«Like the fashion industry in general, the bridal sector has also seen enormous changes within it. The opportunities for socializing have drastically reduced, without the possibility of getting together and celebrating the important moments in life. One of the key ingredients of fashion, the connection, so linked to everything that excites the human being and allows him to express himself, has somehow been paused. Now that the global situation is improving, this desire to return to celebrate is more and more palpable, and I realized it personally even during the last Paris Fashion Week. Everyone wants to freely express themselves in the world, their joy and love: marriage, as one of the most beautiful occasions to celebrate life and reunite with one’s community, brings with it this “hunger” for sociability and personal expression that it makes us, in fact, human. Fashion has always been a fundamental vehicle from this point of view, and the sense of happiness represented by the wedding day will lead the ceremonies to be more and more significant ».

What would you recommend to new fashion talents who want to make their way into the bridal sector?
“I have had several opportunities to talk to young people, in different universities and schools and I must say that, over the years, I think I have changed my mind: once I advised them to find a job and immerse themselves in the industry trying to learn alongside a figure they respected and admired: understanding a certain vision of style, how to run a business and convey a message. Being paid to work, of course, but also to absorb as much as possible and evolve as a person and professional, taking advantage of a unique opportunity. This was my formula, but today, after experiencing the pandemic period, I don’t think it’s the only way. Despite all the negative things that have happened in the last year and a half, the restrictions have allowed greater working freedom thanks to the internet, opening up completely new possibilities from a creative point of view and bringing many talents to make themselves known in new ways. It is something that leads me to be particularly optimistic about the future of the new generations of designers and artists, because they have shown that they know how to adapt to the difficult context we have experienced. So, my advice is to invest in general on your own, unique vision, but also on a more specific point: technological innovation in fabrics and materials. This is what in my opinion, in the bridal sector and in fashion, will really make the difference ».

What’s your next goal as a stylist?
«I want to continue to be enthusiastic about what I do, to explore, to look at future brides through different lenses and from unexpected perspectives. For me, as a creative, the only limit is the sky ».