Cynthia Rowley has signed a deal with The Dessy Group to produce a collection of bridesmaid dresses to launch at retail in June.
Inspired by the designer’s runway collection, Cynthia Rowley Bridesmaids will feature such elements as drop-waisted styles and tulle skirts. The assortment is geared for daytime or evening weddings. Knowing many bridesmaid dresses wind up stashed in closets never to be worn again, Rowley aims to avoid that by offering more of-the-moment styles. “We wanted to bring a chic sensibility to bridesmaid dresses — a look that is pretty yet sophisticated,” Rowley said.
Due in stores in North America, the U.K. and Australia in June, the initial 20-style collection will retail between $175 and $220. Peter Arnold, president of Cynthia Rowley, said thisalliance will extend the brand’s reach.
The world of weddings is not an entirely new category for the designer, who has created wedding dresses for high-profile clients only by request.
Arnold said, “Bridesmaids is a category we’ve wanted to do for a long time. Many of our retail customers are looking for dresses to wear to weddings, or for their own bridesmaids.”
This marks the second designer The Dessy Group has lined up for bridesmaid dresses. The company also produces a collection for Lela Rose. In addition to those designer bridesmaid dresses, the company produces gowns for destination weddings, social occasion dresses and flower girl dresses under the Dessy Collection, After Six, Alfred Sung and Sandals labels.The Dessy Group will showcase Cynthia Rowley Bridesmaids and its other lines at the British Bridal Exhibition in Harrogate and at the National Bridal Market Chicago, which are both later this month, as well as at the WeddingChannel Couture show in New York.
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