Press kit 2017
THE BRAND Laure de Sagazan’s story begins in 2010, when Laure’s closest cousin dared her to design a wedding dress that would fully reflect her personality. Laure received so many compliments about the dress that she decided to launch her own brand. Her fiancé –and co-founder–suggested it should be named after her. Laure de Sagazan was born in December of 2011. A former designer at Ba&sh, Laure had always been fascinated about fashion antics and lace in all its forms. As a teenager, she would go to flea markets every month with her parents and would pick anything that would catch her eye, from 1950’s blouses to 1930’s scarves and from late 1900’s inspired night gowns to 1970’s flowy dresses, with a predilection for embroidered pieces and everything lace. And it shows in her collections! 5 years later, still surrounded by her fiancé –now her husband– and her cousin, she just launched her 6th collection, and her effortless chic style has seduced thousands of brides-to-be all over the world. The Parisian atelier now employs over 30 people, and the demand has pushed the brand to expand in Italy, Spain, Belgium, the United Kingdom, Portugal, and Japan, whether through franchises or in curated stores. After finding inspiration in the golden age of Hollywood in her 2016 collection, Laure de Sagazan listened to the many phone calls the team received from American brides and decided to open a new atelier/showroom in New York!
THE ESTHETIC Who is the woman Laure de Sagazan designs for? This question calls for several answers. When she starts designing, Laure has many facets of the same woman in mind: liberated yet classical, nostalgic yet modern, casual yet elegant; whether she’s looking at her wedding as the start of a new life, or seeing it as the logical next step in her existence. Taken at different phases of her life, Laure’s woman can be at times bohemian, reserved, or assertive. She cultivates the je ne sais quoi that has given French women their aura all over the world; the certainty that you can reveal your beauty in the most delicate details, with the simplest artifices. Beauty is in the details, and that’s what all Laure’s designs stand for: incredibly intricate in their finishing touches, they still convey an image of refined simplicity. Her designs are not only pretty but are also meant to be comfortable. Laure designs for the woman who wants to go through her day enjoying every minute of it, feeling like herself, and finishing the evening as comfortable as when she walked down the aisle.
THE CREATIVE PROCESS Laure lets lace guide her through her collections. Each collection is a unique embodiment of the brand’s esthetic. Long dresses, short ones, separates, and sometimes a jumpsuit; the collections are diverse. What does give these collections their cohesiveness? Laure’s inspiration: a simple detail, an idea that emerged while strolling in the streets of Paris, New York, London; or the imagery created in her mind by a vintage garment to become the collection’s theme. Sometimes, while visiting a lace maker workshop, the pattern of a piece of lace will start it all. Other times, she will work with artisans to create an exclusive whole new lace pattern from a sketch she made. She worked for years with artisanal silk producers to create the perfect fabric for her designs; a silk that would have the exact density and softness she envisions during the creative process. Once Laure has designed the entire collection, it comes to life underneath the glass roof of the Parisian atelier. There, over the span of a year, the whole team contributes to the designs, bringing another dimension to Laure’s drawings, through their respective know-hows. Garment cutter, technical designer, pattern drafter, seamstress… Everybody uses their own talents to enhance the tailoring.
THE SHOWROOM Located in a very bright, comfy 2000 sq.ft. cocoon on the fourth floor of a typical 1900’s SoHo building, the New York showroom offers a similar client experience to the Parisian atelier’s. 1. The future bride gets a personal appointment to select a few designs that really correspond to their personality. The store holds about 50 designs on-site, including separates that can be mixed and matched. The brand’s lookbook is also available for those who do not find the precise dress they fell in love with on the website. 2. If the bride cannot make up her mind, she can come back and narrow her choice down to THE dress. Each time slot in the showroom’s schedule is only granted to one bride, to provide a more intimate experience, and each personal appointment is made with the same advisor to ensure the best understanding of the bride’s desiderata. 3. Once the dress is selected, the bride is encouraged to suggest modifications in order to have the dress fit her needs or morphology perfectly. The dress will then be made in the Parisian atelier, with all the requested modifications. As soon as it is completed, the dress is shipped to New York. 4. Two to three more fitting are required in the New York showroom for on-site alterations, made by a seamstress dedicated for the bride. While in the showroom, the bride is also invited to explore the accessories collection to complement her look. Flower crowns, hair bands, jewelry… the selection ranges from the brand’s designs to vintage pieces of jewelry handpicked by Laure, who still visits flea market on a weekly basis. For Laure de Sagazan, it is important that the bride is accompanied by a unique duo, formed by a proven seamstress & an experimented advisor who fully understand the atmosphere of her wedding and make sure every detail is taken into account.
TESTIMONIAL: FROM PARIS TO NEW YORK EugÊnie Monroe, former sales and production manager at the French establishment and appointed sales manager of the New York atelier, arrived in Manhattan a month ago. She opens up about the brand’s choice of opening a showroom in SoHo in 2016. You just made it to New York; are you ready to serve American brides? I am. Or at least, I feel like I am completely ready! The atelier opened only 5 years ago, but we already have designed dresses for dozens of American brides in our Parisian atelier. Regardless of the distance, our transatlantic clients flew several times to Paris over the span of 8 months to select their dress, get their measurements taken and follow the whole dress making process via at least 3 fittings. With a clientele flying right to you, why did you decide to open a new showroom in the US? Our first American bride was a pleasant surprise, as were those who followed, but over the past two years, their number has augmented exponentially. Of course, not everybody has the time to fly three times to Europe before their wedding; we also started receiving calls from American brides inquiring about our plans to expand in the US. It became clear last year that we needed to develop our brand in the US to address an ever-increasing demand. You must already have a very busy schedule for the next few months? It is going to be busy indeed: we already answer calls and schedule appointments every day. We will start attending the brides through exclusive appointments on September, 21st, date of our official opening to clients.
TESTIMONIAL: FROM NEW YORK TO PARIS Eleni Petaloti moved from Greece to Brooklyn ten years ago. After eight years of a love-fueled relationship, this 30-something architect got married in 2014 in a dress designed by Laure. She tells us how finding out about Laure de Sagazan was a defining moment for her. How, from your Brooklyn apartment, did you hear about a Paris-based brand? After I got engaged, I probably visited every bridal store in New York. Yet, I could not find THE dress. They were either too classical and gussied up, or designed in fabrics that were too cheap. After 4 months, I decided to look for ideas on Pinterest. When I stumbled upon Laure’s designs, it was like opening my mother’s closet and discovering a perfectly preserved, immaculate, wardrobe of lace dresses from the past, yet it still felt very ‘in the now.’ It looked like a perfect match. Then you simply decided to fly to Paris? Yes. My fiancé and I were a little anxious when we arrived at the atelier, but it didn’t last long. Not only the dress I had picked online looked exactly the same, but the showroom was also very different from the places I had visited in New York: I wasn’t urged to like something in particular but I was given thoughtful and sincere advice. Over the following months, I was always taken care of by the same person; she took my measurements and made the adjustments herself. It felt much more intimate and friendlier than what my married friends had experienced.
Eleni’s wedding
How did this experience – or the dress itself – reflect on your wedding? I arrived at the church very confident, knowing I was wearing a very personal, very ‘me’ dress. Seeing the pictures afterwards, the dress, the decor we had designed and set up ourselves, many people told me that I could not have found a better dress for myself. Several friends asked me where to find one like mine. The distance was a bit of a barrier for them, but now that the New York Showroom is about to open, I already arranged appointments for two friends! So you are still in contact with the team? Since my wedding, I went back to the atelier a few times to buy a top that I could pair with more casual skirts, or a pair of jeans. Laure’s esthetic really fits my personality. Every trip has allowed me to grow closer to the team in Paris. I was still surprised – but honored! – when Laure asked me to design the New York Showroom. It was a pleasure for me to help building in New York the same atmosphere I enjoyed in Paris!
IMPRESSIONS Laure de Sagazan secured herself a spot on the bridal fashion wall of fame. She sweeps off brides-to- be with her modern take on marriage and her expert, refined cuts adorned with retro touches – VOGUE PARIS The French touch: the dimension that gave French women their aura overseas, including in the bridal business, where French designers produce dresses that shine through their simplicity. This famous effortless chic esthetic that American women are so fond of. Paris’new raising star […] Laure de Sagazan dedicates herself to desacralize wedding gowns.– GRAZIA FRANCE (...) A name in the wedding world, thanks to its inimitable retro dresses – L’OFFICIEL MODE Definitely modern (...). This is the creative rising – ELLE FRANCE Folk, rock bit, poetic, bohemian, incredibly free. Dresses that throw in without making tons – MY LITTLE WEDDING Lace, folds, fit impeccable : to have the look, look no further – UN BEAU JOUR
Photographer: Laurent Nivalle www.laurentnivalle.fr
SHOWROOM NEW YORK 155 Wooster street 10012 New York +1.646.915.4366 www.lauredesagazan.com