THE BRIDAL COLLECTIVE

A great new name for a great new line-up of hugely-successful labels – what was once Enzoani’s ‘portfolio’ is now The Bridal Collective. We asked CEO Mary Nguyen to tell all…

The change of name, what brought that about?

Our vision, from the beginning, was to grow beyond a single brand, and our mission has always focused on product and cultural diversity to promote inclusivity. We always wanted to create a distinctive line of several

collections to serve the diverse bridal market. Enzoani’s rebrand will establish a distinct corporate identity, allowing each brand to express its special character, and to meet their customers’ emotional needs. This is a pivotal moment in the reinvention of our company.

How are you getting the message over the retailers?

A press release was issued to all retailers with details of the name change, and also sent to publications who have kindly released content. Our brilliant customer service teams are at the ready if any stockists have

AMERTEUIL, ELYSEE ATELIER

ANDOMEDA, ETOILE

questions or need extra support.

As the whole world turns to Zoom we are no different. We received such great feedback on the informative value of our first Global Retail Partner Zoom meeting – so we’ve decided to host another round! It provides a welcoming, intimate space for everyone to ask questions, share ideas, vent your frustrations... or just hang out!

Your reach across the world – where are your focus distribution companies?

Enzoani was founded in 2005 and is headquartered in Southern California, with offices and retail partnerships around the world. Each season the brand continues to expand, achieving both a strong national and global presence with offices in the US, Europe, UK, and Africa, along with dedicated retail locations in more than 60 countries.

How many gowns are made a year?

The Bridal Collective brands all launch once a year, with collections varying year on year. The 2021 collections are made up of 142 gowns – 30 Enzoani, 34 Blue by Enzoani, 8 ÉLYSÉE Atelier, 28 ÉLYSÉE, 26 Étoile, and 16 Badgley Mischka.

How do you see retailers buying in future… and brides themselves?

With the absence of trade events, retailers have had to do much of this season buying remotely. A key to making this possible is having the digital tools to allow stores to buy using virtual appointments through video calls, using videos and pictures.

Our virtual showroom has also allowed retailers to browse our collections with their staff, save dresses, see the dress in motion through our live stream events and then eventually complete their order, without ever leaving their computers.

Brides themselves are doing even more of their own research before shopping. During the pandemic they are making faster decisions, purchasing their dream dress on their first appointment.

What can retailers do to ensure they maximise on potential?

We have loved watching how proactive our retailers have been throughout the Covid-19 pandemic. Whether they’ve added to their instore experience or taken to social media.

Tell us a bit about each brand under the flagship label, Enzoani. Launched in 2019, ÉLYSÉE the Bridal Collective umbrella. Our Blue by Enzoani bride radiates represents Enzoani’s first entry into grace and confidence, naturally the mainstream bridal market in a ENZOANI BRAND drawing in onlookers with her joy and collection with high-end appeal and www.enzoani.com charm. She is a style standout, and accessible pricing. The collection Within the Enzoani division we have her choice in bridal and formalwear is inspired by Neo-classical art the flagship label Enzoani, and Blue reflects her one-of-a-kind beauty, and architecture, and uses modern by Enzoani. Kang Chun, ‘KC’, Lin is inside and out. silhouettes to accentuate and contour the creative mastermind behind the the figure. design and development of both ÉLYSÉE BRAND labels. In terms of brand personality, www.elyseebridal.com/ ÉTOILE in her choice of wedding dress, the Launched in 2019, this division, RRP: £1,260-£1,480 Enzoani woman embodies elegance the name of which is derived from The Beautiful Bridal collection was and romance, whether she gravitates the Ancient Greek word Elysium, re-branded ÉTOILE in 2020 and toward the captivating allure of Blue, meaning a place or state of perfect became part of the ÉLYSÉE Division, or the show-stopping gorgeousness and updated with a fresh infusion of Enzoani. Enzoani has continued to be of elegance and youthful, feminine styling. The collection is designed to Enzoani a standout name in couture achieve the same luxury and taste RRP: £2,200-£3,480 Since its launch in 2005, Enzoani has bridal wear, bringing forth as ÉLYSÉE, but at a modest price point. ÉTOILE will delight brides continued to be a standout name in innovative, trend-setting with its signature body-contouring couture bridal wear, bringing forth innovative, trend-setting design that design that transcends time fit in classic and contemporary silhouettes, along with its subtle yet transcends time. tastefully modern embellishments

KC’s focus on superior inner happiness, brings together ÉLYSÉE, construction makes the gowns lighter ÉLYSÉE Atelier and ÉTOILE (previously BADGLEY MISCHKA BRAND and more comfortable than ever Beautiful). Timeless and gorgeous, the www. badgleymischka.com/ before, while maintaining the signature ÉLYSÉE collections are sure to amaze. Badgley Mischka defines timeless glamour and high quality that Enzoani Brides will find ÉLYSÉE familiar and glamour. Craftsmanship, glamour, has come to be known for. Chic and rooted in the heritage of traditional and sparkle are integral to this label’s classy. Sophisticated yet playful. bridal design, while pushing the signature and best seen in its couture Effortlessly elegant, with a fashion- boundaries of fashion and enhancing evening dresses and shoes that are forward eye for luxurious, couture sex appeal in an edited and beloved by celebrities, fashion icons, style. acceptable way. people who demand statement-

The Enzoani woman encompasses making style. all of these ideals while also ÉLYSÉE Atelier maintaining strength and confidence RRP: £2,685 - £4,650 Badgley Mischka Bride in her own unique personality and With its debut in 2020, the ÉLYSÉE RRP: £2,495 - £3,435 tastes. Atelier collection takes a couture- In 2012, Enzoani partnered with Mark level approach to the sumptuous and Badgley and James Mischka, the Blue by Enzoani opulent decoration characterised world-famous design duo behind the RRP: £1,620 - £2,310 by the ÉLYSÉE aesthetic. ÉLYSÉE renowned eponymous brand. The Introduced in 2007, Blue by Enzoani Atelier explores the evolution of the Badgley Mischka Bride division utilises epitomises the quintessential, classic brand’s signature style and complex Enzoani’s experienced bridal network bride by offering style that endures pattern design. Gowns from the line of production, sales, marketing, time and tradition without forsaking are enriched with hand-beaded and distribution, and operations to provide fashion and price. embroidered details subtly woven a seamless experience to brides and

Carefully designed and curated by throughout the intricately hand- retail partners for a collection that KC, the collection is timelessly elegant placed lace for a chic, sophisticated epitomises the glitz and glamour with romantic laces, sweet and sexy bridal vision come to life. associated with old Hollywood and silhouettes, and a fit and finish like no the icons of the silver screen. This is other. Blue by Enzoani is moderately ÉLYSÉE vintage with a gorgeously modern, priced and is meant to complement RRP: £1,950 -£2,475 fashion-forward twist.