In October this year, the Daalarna team travelled again to the New York Bridal Fashion Week where the new FOLK collection, inspired by special, Hungarian folk art motifs was a runaway success. Here we share some of our experiences and impressions of New York with 5+1 questions and answers.
What is the New York Bridal Fashion Week?
Every year New York hosts a Bridal Week when the wedding dress designers come together to show their latest collections to their partners, buyers and distributors. Don’t imagine a fashion week with fashion shows and celebs, this is a strictly trade event. Daalarna participated in the One Fine Day Bridal Market for the third year. This is a three-day event where not only buyers but also the press make an appearance.
Apart from Daalarna which other wedding dress brands were represented at the One Fine Day Bridal Market?
This year designers from approximately 40 nationalities from all over the world came together. Some examples of well-known brands include Anna Campbell, Daughters of Simone, Karen Willis Holmes, Kate McDonald.
How was the FOLK collection received by the trade and the press?
The response was a great success; they found both the campaign and the dresses to be unique. They especially highlighted the materials and within that the laces, and the continuity of exceptionally high quality. One of the most memorable comments came from a guest, who after inspecting all the exhibition stands arrived at Daalarna and turning to Anita Benes, said with relief in her voice, “Thank you for giving me back my faith in the wedding trade.”
Click here to view the FOLK collection.
What was the reaction to the CURVY capsule collection?
While Daalarna has always been famous for making haute couture dresses, the CURVY collection proved to be an excellent attention catcher and helped give a more complete picture of the brand for the trade, the press, and customers alike. We really hope that the CURVY collection will encourage women to celebrate their femininity on the Big Day, too.
Click here to view the CURVY collection.
From which countries did the buyers visit the Daalarna stand this year?
Obviously, most of them came from The United States of America, in fact, visitors came from virtually every state. Apart from that, we had existing partners from Canada visiting the stand, and we met people from our Swiss, Austrian, Australian and French partner salons. We had interested buyers from Italy, Scotland, Mexico, Korea, and Japan too.
Which dresses were the absolute favourites?
Among the traders’ favourites were the daring décolletage dresses, for example, the FLK 816 and FLK 823, the pearl lace models: FLK 820-821-822, the tulle illusion solutions: FLK 828, 829 and the mermaid styles: FLK 830, 832. Everyone was enthralled by the special campaign dresses, and many of them asked the models to try on the short lace dresses simply because they wanted to see them on because they liked them so much. Apart from these, the favourites of the press were the FLK 809 and 811, while the salon owners spent more time with the 804, 805, 812 campaign dresses. Everyone was amazed at the FLK 815 dress when the model unclipped the ruffles in a moment thus showing the 2 in 1 model.
Check out the list of Daalarna’s international retailers here.
