Parisian bridal designer Laure de Sagazan today opened her first consumer-facing showroom in the U.S., a 2,000-square-foot space at 155 Wooster Street in Manhattan’s SoHo.
The designer said the showroom will serve approximately 200 brides this year. “It’s important for us not to grow too fast,” she said. “It’s important that the brides feel confident. We make all the dresses by hand in Paris, so we can’t accept too many brides.”
De Sagazan said it takes two to three months to make a gown.
Designed to resemble the lofts typically found in the neighborhood, the showroom has an open plan and gets ample sunlight streaming through the windows.
Eleni Petaloti, designed the showroom with her husband, Leonidas Trampoukis. The couple are architects and principals of LOT in Greece.
“Laure made my wedding dress two years ago,” Petaloti said. “I knew her aesthetics quite well. It was something I was familiar with. I made three trips to Paris before I got married.”
De Sagazan said she’s inspired by her grandmothers’ beautiful armoires filled with old dresses. “Since I was a little girl I would open them up and find beautiful laces,” she said, noting that both of her grandmothers are alive. “I wanted to make something that evokes the same emotions.”
The designer produces three collections: Deux Mille Dix-Sept or Twenty Seventeen, Timeless and Civil. De Sagazan, who describes her style as poetic, gives dresses names such as Baudelaire for a long off-white Swiss dot gown with cut-out back, Bergerac for a top with pearl buttons down the back, and Racine for a graphic lace jacket.
De Sagazan’s Timeless collection consists of elegant long columns accented with lace and boxy lace tops worn with long skirts.
Prices range from $1,500 to $4,500 for a wedding dress. An e-boutique offers short options for a civil ceremony, such as the Balzac dress, 890 euros or $992 at current exchange; flippy Satre dress, 870 euros or $969; Prevert with lace sleeves, 1050 euros or $1,170, and Naoilles made from Callais lace and crepe de chine, 950 euros or $1,059.
“The New York showroom is a canvas for the beautiful dresses to stand out,” de Sagazan said. “I tried to make it a familiar space like a French living room where you feel comfortable and can choose the perfect thing for you. It’s an homage to the SoHo loft, but there’s a BoHo touch in the architecture like in our dresses.We like the dresses of the beginning of the century.”
De Sagazan is also fond of the flapper dresses from the Roaring Twenties. “When I’m searching for ideas for the next collection, I look at antique pictures,” de Sagazan said. “I’ve discovered beautiful headbands like the ones from the Twenties, and broaches and bracelets. After I design the dresses, I design all the accessories.”
Other finishing touches include Greek-inspired crowns such as an 18-carat gold Aloe tiara, 340 euros or $379, and Aphrodite, a double row tiara gilded with gold leaf and embellished with porcelain flowers and pearls, 790 euros, $881.
De Sagazn employs 30 seamstresses at her atelier in Paris and said she’ll hire several in New York to do alterations. “It’s important for us to have time to make the dresses perfect,” she said.
“Laure works with artisans in Paris to realize the accessory designs,” added Petaloti. “Everything is made by hand.”