Rosie Assoulin never intended to do bridal wear.
But, as the fashion designer says, after debuting her eponymous ready-to-wear brand in 2013, clients gravitated to its white pieces for wedding attire. started asking about Assoulin estimates that her company has received hundreds of such inquiries over the years.
By 2020, she realized she could no longer ignore these demands. And just as her sister was getting married, the pandemic came. “They had to cancel their wedding and had the wedding alone on the beach. We made her dress. A burgundy and turquoise dress from the Fall/Winter 2018 collection tied at the waist.” We reworked things in cream and beige and added a beautiful hooded veil.” This process “allowed our team to create a collection that was specifically mandated to bridal,” she said—rice field.
The materials she chose were not unusual for formal wear but were more diverse. ‘, said Asurin.
Bucket hats and cargo pants, which she said were “not seen in bridals,” are less common—a dress inspired by a soft comforter and a three-dimensional garment decorated with satin daisies and pearls.
“Historically, brides only wore one dress. Now they may want one outfit for each possible moment of the weekend. method,” said Asoulin. “There are so many moments in a wedding.”
Prices for bucket hats start at $795, but most of the collection sells for between $1,795 and $12,995, according to brand spokesperson Lauren Cooper.
One Friday in May, Aslin rushed into a bridal salon in Manhattan’s Bergdorf Goodman. There her new collection was displayed on her two racks. Trunk said her show was about to start for the first time since the pandemic outbreak, and she felt “out of practice.”
“I haven’t been in front of a customer or a buyer for the last two years,” she said. “It’s muscles that haven’t been used long ago.”
Dressed in a white button-down shirt and cream trousers, Aslan explained her design process and its inspiration, practically immersing herself in the garments she was presenting.
“I’m inspired by beautiful, expressive, and creative elements like art, sculpture, and architecture,” she says, as well as the hundreds of vases and bowls she’s collected for most of her life. looks like.”
“You can take those elements,” she adds, “and find a way to fit that puzzle into clothing and make it functional, attractive, comfortable and relaxing. That’s design. ”
When 33-year-old Elizabeth Limberakis entered the salon with her mother, Aslin had her hand touching one of her gowns.
“Oh my god, I can’t believe you’re here,” Limberakis, integrated marketing director for fashion brand Eloquii, snapped at Assoulin.
After introducing herself, Lynn Berakis asked Assoulin for styling advice for her upcoming wedding in May next year in Philadelphia, where Limberakis lives. She then entered her dressing room with a bouquet, a tea-length dress in the shape of a tulip, with a pointed bodice and puffy shoulder straps covered in a silk ghazal.$3,995 It fit her perfectly.
“This is very attractive,” Limberakis said. “I’ve tried on a few dresses, but none fit as well as this one.” She finally ordered the gown.
Limberakis described herself as “big under and small above” and said she was drawn to Aslin’s clothes. (According to Rosie Assoulin spokeswoman Ms. Cooper, bridal lines are semi-custom and bespoke, while ready-to-wear lines are typically available in sizes 0-16.)
“I see myself in her designs, so I feel a sense of sisterhood and camaraderie,” added Limberakis.
Maybe it’s because her early clothing was inherently personal that customers can form such a personal connection with Ms. Aslan’s line. Aslin started cutting up her mother’s old clothes and using her maternal grandmother’s sewing machine to reassemble the scraps into wearable pieces.
She later enrolled at the Fashion Institute of Technology, but dropped out after four months. That didn’t stop her from taking a design internship at luxury brand Oscar de la Renta. There she worked for her year, after which she moved on to gigs with other labels such as Adam Lippes and Lanvin.
In 2004, she married Max Assoulin, son of accessory designer Roxanne Assoulin. Mr. Aslan has been CEO of his wife’s eponymous fashion company since its inception. The couple, who have four children, live between their home in Manhattan and New Jersey. Rosie Assoulin’s offices are in Manhattan.
“Today’s brides have a clear idea of what they want. They’re looking for something unique and different. That’s who we are.”
When Osa Omokaro, 38, a senior user experience researcher at Google, showed up at Bergdorf Goodman with a friend, she wanted to see something out of the ordinary. For her upcoming wedding in Marrakech, Morocco, in November, she’s been having trouble finding a dress that fits her personal style.
“Everything is very traditional. It means sparkly mermaids to me,” said Dr. Omokaro, who lives in Lower Manhattan and holds a Ph.D. He holds a Ph.D. in Computer Science from the University of North Carolina at Charlotte. “I’m thrilled that Rosie is here to show me what I should wear and how she styles the dress.”
Ms. Aslan gathered in the changing room with Dr. Omokalo and her friends to offer advice as Dr. Omokalo tried on three gowns.
Dr Omokalo called Aslan’s designs “sophisticated classics”, “structural and high fashion”, and said “they make a statement”.But but that too high fashion. “You can mix and match her pieces and later wear them on something else,” she added.
Soon, Assoulin was back in the locker room with another potential bride, Diana Ming, 30. He is the vice president of strategy for a large Wall Street bank.
It was the first time Ms. Min bought a gown ahead of her upcoming wedding in Brooklyn next June. A self-professed “big fan of Rosie’s,” the dress she was trying on, Hodges Podges — her $5,995 A-line style with her sweetheart neckline, spaghetti straps and silk flower embellishments — was all about I checked the box for
“My wedding is garden-themed, so I wanted something with flowers,” said Ming, who lives in Brooklyn. “I love that it’s floral and feminine, yet creative and fun.”
Assoulin, who now shows no signs of slackening his practice in dealing with customers, spoke up.
“This part,” she said, tightening the fabric at the back of her dress. For you, we can add an opaque one or double the sheer one to maintain that ethereal look.
By noon, the two racks once full of Aslan’s bridal wear were nearly empty. Most of the clothing was in her four dressing rooms at the salon, all of which were used. However, it was not due to Dr. Omokaro.
“Rosie’s work is classic, beautiful, elegant and fashion-forward,” she said. “I feel like this designer has me.”