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ABS GETS TO WORK: “I was shocked and was so excited about the elegance, simplicity, beauty and understatement of it, right down to the touches of lace on the border,” said Allen B. Schwartz, chief executive officer of ABS by Allen Schwartz, describing Princess Catherine’s dress. He said he thought the dress was going to be “over the top,” but it was very simplistic. “I think this will have some impact on the wedding market and fashion. I think if she continues making choices like this, she’ll be an iconic woman.”
This story first appeared in the May 2, 2011 issue of WWD. Subscribe Today.
Schwartz, who arose at 1:30 a.m., Pacific time, said he’ll use a different lace around the bodice and a polyester fabric for the gown. “I’ll clean up the train and it’ll have the look and will be a lot more salable and a lot less pricy,” he said. He expects the wedding gown will wholesale for $400. Schwartz said he’ll start booking the dress for June 30 delivery. He plans to make two dresses today: one for the 18th Annual Race to Erase MS Race to Erase MS charity event tonight, and a second to feature in his Los Angeles flagship store window, so he can start taking orders on it.
“I’d say on a scale of 1 to 10, she was a 20,” said Schwartz. Asked how much business he expects to do with the gown, Schwartz replied: “It’s unlimited You can sell tens of thousands of this dress.” He’ll also make some versions of Pippa’s dress. “I’m already doing a dress very similar. I like it just for the conversation. It’s very similar to a dress Cameron Diaz wore a short time ago.”