Aiming to gain more of the designer wedding dress market, Designer Bride showcased its four collections in a runway show at the event space 583 Park.

This story first appeared in the June 24, 2010 issue of WWD. Subscribe Today.

Chief executive officer Sever Garcia pulled up a front-row seat to see the new lines from Lilly Pulitzer, David Meister, Angel Sanchez and Carmen Marc Valvo. He said there is a need for well-priced designer gowns for women in their 30s and Designer Bride’s four labels will be sold in 61 stores in the U.S. at an average price of $3,000.

Afterward, Sanchez said the Angel collection will retail from $2,200 to $3,200, which is considerably less than his own bridal line. “The challenge is to make it look expensive without doing the stereotypical wedding dress,” he said.

Meister, who is new to the bridal scene, said, “To me, this was a natural extension from eveningwear. Bridal should be like a red-carpet dress so that when a woman steps out and is seen for the first time, people say, ‘Wow.’”

The first collection down the runway was Lilly Pulitzer, which showed 12 dresses inspired by destination weddings in resort towns such as Palm Beach, Fla.; Palm Springs, Calif., and Nantucket, Mass. The collection featured signature Lilly prints done in “white on white” and the “Lilly lace” applied on a gown. Standouts were the short versions, such as a lace cocktail dress with cap sleeves and a grosgrain ribbon belt.

Meanwhile, Meister showed one style with a beaded bodice with a memory taffeta tulip skirt, and a blue tulle ballgown with a tiered full skirt and ruched detail. Carmen Marc Valvo went for dreamy and fairylike with a Grecian pleated chiffon sheath and a lace and charmeuse off-the-shoulder gown with beaded banding for the fantasy-seeking brides.

Lastly, Sanchez played with simple and slim silhouettes, such as column, A-line and trumpet, but added some “touches of drama throughout,” as in silver thread embroidery on a tiered ballgown or a front cascade detail on a silk organza strapless gown.

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