JUSTIN WARSHAW IN CONVERSATION WITH

WT Did you learn anything new from planning your own nuptials?

JW I am still not over the wedding bliss – it makes my work in the bridal industry that much more exciting. My wife and I were definitely at an advantage while planning our nuptials; having seen so many of our brides go through this process was a learning experience. At the same time, seeing and doing are very different practices. Planning a wedding for myself made me appreciate the detail that goes into it; it made me see these dresses in a different light. My views on wedding dresses are much more personal now; I think that will be evident in my design process too, from now on.

WT Are you finding that many brides today are looking for more than one dress for their special day, and are they opting for two gowns or looking for detachables to change a look?

JW Bridal fashion is evolving exponentially, and brides are evolving with it. They want to see something new, something ‘more’. Part of that involves the desire to make their special day that more remarkable and adding a second look or appearance helps. It could be for fashion or comfort, styling or partying, but the reality is that we see an increased demand for the 2-in-1 styles. Brides are loving the detachable sleeve that allows them to look stylish in photos and confident in the reception, or the mini dress and detachable skirt that allows them to be a princess and party girl on the same night.

WT Are separates a real trend? How do you advise retailers to buy into mix and match brands to ensure success?

JW Separates are an interesting and growing trend; I think it goes hand in hand with the ‘informal’ dress trend that started peaking post-COVID. Both have that effortless, easy-going feel to them – one could say that they’re the ‘ready-to-wear’ of wedding dresses.

Advice to retailers? Buy for quality, balance different styles, fabrics, silhouettes and necklines, and choose something for each bride’s size and personality.

WT What are the most in-demand fabrics and colours today? How early in the design process do you start sourcing fabrics and embellishments and from where?

JW Right now, it is crepe and Mikado – both are seen in dresses that make silhouette their ‘wow’ element, rather than embroidery and lace. These minimalist fabrics present a blank canvas – an opportunity to create a personal masterpiece.

As for colours, ivory represent the true timelessness of bridal fashion; today is not rare to see it paired with nude details and illusion tulles, or in combination with sand.

Sourcing happens year round. We have a dedicated team looking all around the world for trends, new fabrics, new options, new applications. Europe often inspires us for fabrics, and we brainstorm with our production partners in the Far East on new ideas for applications.

WT How do you best help your stockists get the collection message over to their brides?

JW As a company, we are service- and customer-oriented and that entails supporting our stores to the best of our ability. Our in-store marketing training allows us to communicate the collection and brand messages to them and consequently to brides. Online and social media support is vital.

WT What do you see as the key trends for the year ahead?

JW - Less is More: Minimalist wedding dresses where the dress is the canvas, and the bride is the master artist.

- Innovative Classics: Classic wedding dresses with exciting new lace treatments and unique surface details are sure to make a statement.

- Feminine Touches: Romantic wedding dresses that emphasize and enhance the beauty of the wearer’s silhouette.

- Radiant Craftsmanship: An impressive shimmering showcase of hand-beaded fabrics, decorative lace layers and risqué necklines.

WT Have you noticed, in these still-challenging times, a shift in emphasis on the part of brides? Are they looking to minimise their look – or maximise it – and are they more budget conscious now than, say pre-pandemic days?

JW Leading up to these post-COVID periods, everyone is more conscious, but at the same time the bridal industry is facing an unprecedented demand due to postponed weddings. One could argue that while brides may be more budget-conscious with their wedding planning, their dress will forever be the ‘main character’ during that planning. They may be stricter in choosing the dress, its accessories or a potential second look, but they still want –maybe even ‘need’– that one dress. So, in all honesty, they may be budget-conscious, but they are not necessarily budget-concerned.

WT Social media – what works best for you?

JW Social media is the fastest way for us to connect with our brides. As a brand, we have found that having a cross-media platform presence achieves that best and follows our culture as a company.

If we want to reach the most potential brides with our diverse designs and brands, we must follow through with marketing those styles on different social media platforms. Our brides are on those platforms, and therefore so are we; each of our brands is present on Instagram, Facebook, Pinterest and TikTok. On those platforms we repurpose content to fit the audience and purpose of platform. Instagram is aspirational, Facebook is informational, Pinterest is informational, and TikTok is relatable, and we make sure that this matches our content production and publication.

Sincerity

Perfect for the bride who wants a real sense of romance in her dress

The Portfolio

Justin Alexander embodies a classic, refined and timeless feel; it’s attainable luxury at its finest.

Justin Alexander Signature redefines luxury; with its focus on opulence and drama, the collection is designed for the modern bride seeking a wedding dress that expresses her lavish and on-trend sense of style.

Adore by Justin Alexander is light, trendy and relaxed; the brand was designed for the chic, fashion-forward bride looking for an affordable and fresh look for her wedding day.

Lillian West is whimsical and adventurous; a blend of romance and elegance that, with its laid-back approach, will leave brides feeling effortlessly chic.

Sincerity is designed for the charismatic and classic bride who wants the perfect princess dress fit for a fairytale wedding; the diverse collection meets the needs of any bride seeking graceful romance.

Pretty as a picture, with soft, flowing lines that spell femininity

ADORE BY JUSTIN ALEXANDER

Contemporary cool with great detailing