4 minute read
29 Atelier
A BRAND WITH A MESSAGE 29 ATELIER
Elizabeth Ruddick, the owner and design force behind the 29 Atelier label, talked to us about the passion for couture fashion that capture her imagination as a child and took her to bridal as an adult
“My love of fashion started from a young age,” confesses Liz. “I read Vogue obsessively and was fascinated by Parisian couture. My childhood dream was that I would become a fashion designer. My father was an entrepreneur and he inspired in me an ambitious mindset and work ethic. My mother, nanny and aunties were always making their own clothes, and trips with them to our local department store to find patterns and fabrics were a source of fascination, as was watching them sew and create. I was always drawing my own designs and held the belief that one day I would be able to create my own collection. I suppose there was never any other thought in my mind; I always knew exactly what I wanted to do.”
Liz’s passion for bespoke fashion metamorphosed into a love of bridalwear. ”It was almost a logical progression,” she says. “Bridal opened the door for me... the one chance every woman has to wear a unique couture inspired gown is on her wedding day.”
She launched her own boutique and built the business up with dedication but at the same time harboured a growing concern that British craft and skill providers were in decline. “Many of my seamstresses were of an older generation,” she explains. “There was no one coming through to replace them and increasingly brands were opting to produced overseas. That’s when I knew I wanted to be part of making a change and turning this tide.
“In 2011, I embarked on a creative journey, to study a BA in Fashion Atelier, a prestigious degree course with a methodology parallel to the French couture houses, and the only degree of its kind in the United Kingdom. At the University for the Creative Arts, I honed my skills in design and creative processing and cemented my passion for slow, sustainable artisan craft.”
Liz’s business, 29 Atelier, was established in 2016. “We are an independent business. Step-by-step we have built the infrastructure for the business and developed and refined our collection and our brand.”
What’s the message? “29 Atelier is about luxury, British craftsmanship, clever and flattering cuts, stunning fabrics and our ethical and sustainable ethos,” she enthuses.
“Movement and lightness are really important to me. I have learnt how
garments need to fit and flatter real women. I have used this experience to create design and cuts for all sizes and not having to rely on restrictive bodices to achieve this. Brides love the way our dresses look and feel, which is really important and makes our conversion really high.
Our dresses feel fantastic to wear. I always say that a 29 Atelier dress has a classic feel but with a twist, which is beautiful and interesting. I love the effortless look of the bias silhouette and the power of proportions created by a high waist.”
There are 30 dresses in the current Archive collection plus separates. Liz favours natural fabrics where possible, and her colour of choice is what she describes as ‘antique white’, a beautiful tone nestled between white and ivory.
And aware of that today’s brides wish for personalisation and individuality, she offers simple tweaks through to a full made-tomeasure bespoke service.
“Beautiful wedding dresses with an eco-conscious soul, that’s how I would describe my ethos. When I created my label I wanted to bring my love of couture to the bridal equation. Underpinning our beautiful collections is the work
that goes into them – the traditional techniques that we use from French seams to delicate pin hems and hand appliqués. Brides love the way our dresses look and feel which is really important and makes our conversion really high.
“As we expand, we can have a positive impact on more and more people, inspiring them into the industry. And making our gowns locally means we are reducing our impact on the environment, while also developing our fabric range to be even more eco-conscious. These are all key things that appeal to our brides.”
29 Atelier has two collections; the core collection, The Archive, consists of a selection of the brand’s iconic shapes and silhouettes. There is also a capsule collection every season inspired by current fashion trends. The latest collection is called London in Bloom, and the emphasis is on ‘playful’, making use of joyful trimmings such as fringes and feathers.
The 29 Atelier 2024 collection will be unveiled at White Gallery during Bridal Week London (19-21 March, at ExCel).
29 Atelier T: +44(0) 20 8460 1007 E: hello@29atelier.co.uk www.29atelier.co.uk Instagram @29atelierlondon Facebook @29atelier Pinterest @29_atelier
