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Viktor & Rolf announces bridal partnership

By Danielle Wightman-Stone

Jul 5, 2016

Avant-garde luxury fashion brand Viktor & Rolf is launching its first official bridalwear collection in partnership with Justin Alexander, an award-winning bridal designer and manufacturer.

The bridalwear line is to be called ‘Viktor&Rolf Mariage’, which the brand states utilises the French pronunciation of ‘Marriage’ to pay homage to the brand’s Parisian home, and will officially launch during New York Bridal Week in October.

The Dutch duo have said that they are “leveraging” Justin Alexander decades of bridal industry expertise with the partnership, while ensuring that it adheres to its three key brand pillars, “unexpected elegance, conceptual glamour, and provocative couture,” to make a collection of dresses that each have an “individual, autonomous character”.

Commenting on their debut bridalwear line, Viktor & Rolf designers, Viktor Horsting and Rolf Snoeren said: “We have always been fascinated by wedding dresses. A wedding dress is like a story, a small universe in its own right. It is an icon of one of life’s most precious moments.

“Each dress in this collection has an individual, autonomous character. Our love for wedding dresses is evident considering the many times we have designed them throughout the years.”

Viktor&Rolf Mariage launches in partnership with Justin Alexander

The Viktor&Rolf Mariage collection will launch with a range of original styles highlighting “sculptural and outspoken elements,” including voluminous tulle creations, Viktor&Rolf's iconic bow signature and opulent handcrafted embroideries, in what the two brands have said will be a “romantic collection of classic and feminine designs with a surreal twist”.

Viktor&Rolf have previously designed a custom wedding gown for Princess Mable of Orange-Nassau for her 2004 nuptials to a member of the Dutch royal family, and they created budget wedding dresses as part of their H&M collaboration in 2006.

Justin Alexander president, Justin Warshaw added: “With this exclusive collection, we look forward to bringing Viktor&Rolf’s iconic designs to life and adding another great brand to our portfolio.”

American bridal company Justin Alexander designs and manufacturers mid to high-end wedding dresses under five collection labels, including Justin Alexander, Justin Alexander Signature, Lillian West, Sincerity Bridal and Sweetheart Gowns. The company is sold by more than 1,000 authorised retailers worldwide and has offices in New York, New Jersey, London, Rotterdam, and Hong Kong.

For all reads about Bridalwear, click here. Read also about the size of the bridal fashion industry in India, China, Spain and the United States.

Image/sketch: courtesy of Viktor&Rolf Mariage