Nov 28, 2016
Avant-garde luxury fashion brand Viktor&Rolf, known for its conceptual Haute Couture, launched its first bridalwear collection in partnership with Justin Alexander a global name in wedding dress design, on October 2016 during New York Bridal Week.
Viktor&Rolf Mariage represents Viktor&Rolf’s artistic interpretation of bridalwear, adhering to the three key brand pillars: Unexpected Elegance, Conceptual Glamour and Provocative Couture. Utilizing the French pronunciation of ‘Mariage,’ the collection name pays homage to the brand’s Parisian fashion home while highlighting Viktor&Rolf’s deeply rooted fashion heritage as an Haute Couture Maison.
Bridalwear has been a red thread throughout the Maison’s collections, most notably as the focus of Viktor&Rolf’s H&M collaboration in 2006 and for the custom wedding dress designed for Princess Mable of Orange-Nassau.
On the upcoming launch of their new Autumn/Winter 2017 collection, fashion artists Viktor Horsting and Rolf Snoeren state, “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.”
Leveraging Justin Alexander’s decades of bridal industry expertise, the Viktor&Rolf Mariage collection will launch a range of original styles highlighting sculptural and outspoken elements. The range, characterized with its striking detailing and voluminous tulle creations, features Viktor&Rolf’s iconic bow signature and opulent handcrafted embroideries, informing a romantic collection of classic and feminine designs with a surreal twist.
Hosting a wide range of bridal lines with consistent brand growth, Justin Alexander makes for an authentic, skilled and qualified partner to launch the Mariage collection.
“With this exclusive collection, we look forward to bringing Viktor&Rolf’s iconic designs to life and adding another great brand to our portfolio,” said Justin Warshaw, president of Justin Alexander.
The Viktor&Rolf Mariage Autumn/Winter 2017 Collection can be previewed in Paris during Haute Couture Fashion Week on July 4-5 by appointment only.
Shannon Hurd, Managing Editor, oversees the editorial content and direction of VOWS and its platforms. She writes on Social Media and the intersection of bridal business and life. Shannon's recent blog posts are below.
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Peter Grimes, Publisher and founder of VOWS Magazine. His comments are presented in each issue's Publisher's Note, and often address industry issues and pertinent news of the day. He can be reached at 949 388 4848 or via email
As we close out 2016, there are a number of undercurrents that should break the surface in the coming season and year