MILAN — MaxMara is entering the bridal arena with its first dedicated collection, which will bow in stores this month.
The line is made up of 20 to 30 models, each in three color variations, and is fully accessorized with stoles, veiled headgear, costume jewelry and footwear. The collection is produced in-house at the company's factories in Reggio Emilia.
"This is a very interesting business segment, and we are responding to a specific request by our customers," said a company spokesman. "After all, our philosophy is to dress women for every occasion, and bridal wear was a big gap for us."
The bridal line is designed by the MaxMara in-house team that works on the brand's cocktail and evening gowns. Although it will be presented on an annual basis, the company plans to add new flashes to the core of the collection throughout the year.
The line will at first be available in about 50 MaxMara and selected multibrand stores in Italy, France, Germany and Greece. After this test, the company expects to roll out the collection globally. The spokesman declined to provide a sales projection.
The gowns retail between 600 and 1,500 euros, or $803 and $2,006 at current exchange rates. The first collection includes linear, Empire-waist gowns; halter-top dresses, and sheaths in crepon chiffon, taffeta or duchesse satin. Many are embellished with a single bow or organza flowers, or are delicately embroidered with sequins and jewels. The palette ranges from white to ivory and pastel pink.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)