Style

This Revolutionary New Bridal Company Is Like Seamless for Wedding Dresses

Floravere's H.Golightly Gown

The H. Golightly Gown; Image: Floravere

It’s an unfortunate fact of life that every engagement ring does not come with your own personal Anthony Marentino attached. However, with the launch of Floravere, aka Seamless for wedding gowns, you don’t need anyone to yell, “Hates it!” at unwitting Vera Wang employees, because you don’t need to trek to a brick-and-mortar bridal store (or ten) to find your dream wedding dress.

Floravere's Bridal Boxes are "filled with all the fixings for a try-on party fit for the modern bride."

Floravere’s Bride Boxes are “filled with all the fixings for a try-on party fit for the modern bride. Because what could be more fun than all your girlfriends + wedding dresses?”; Image: Floravere

The direct-to-consumer, made-to-order, luxury bridal company hit the interwebs this week and harried brides (and bridesmaids) everywhere cried tears of joy and relief (we imagine). The concept is as follows: Brides-to-be scroll through an online catalog of seven silhouettes (more on those later). They order up to three samples in sizes XS/S or M/L. There’s a fee of $45 per sample, which, should you end up buying one of Floravere’s designs, will be credited towards your final purchase of a custom wedding dress. If none of the gowns strike your fancy, you at least get to enjoy the bridal-themed “goodies” that come packaged with your sartorial suitor in its luxe “Bride Box.”

Floravere's J.Capulet gown.

The J. Capulet gown features a hand-draped, corseted bodice; Image: Floravere

At the moment, Floravere offers seven wedding dresses that cater to seven “archetypal” brides. For minimalist brides, there’s a sleeveless crepe column named for Annie Hall. For romantic types, there’s a drapey, off-the-shoulder number that takes Shakespeare’s Juliet’s maiden moniker. For sweet, whip-smart, would-be Stars Hollow gals, there’s the R. Gilmore, a sweetheart strapless floral embroidered gown. And so on and so forth. Each gown is available in sizes 0 to 12 (and 14, upon request) and can be altered to include (or exclude) slits, sleeves, crystal embellishments, trains and higher or lower waistlines and necklines.

To further sweeten the deal, Floravere will throw in the “something blue” for you. “One of the more unique [customizations] is monogramming,” explains founder Molly Kang. “We’ll put your initials or wedding date or whatever you want stitched in blue to the inside of the bodice of your dress.”

The made-in-New York, high-end gowns — Kang’s team includes Carolina Herrera, Monique Lhuillier and Reem Acra alums — are all priced at under $4,000. How, you ask? Well, for starters, Kang’s direct-to-consumer model eliminates the need for middlemen and retail space. Plus, Kang isn’t wedded to the traditional twice-a-year bridal calendar, which allows her to cut deals with idle artisans and factories.

And if you’re thinking this all sounds too good to be true, there is one caveat: You still have to allow three to four months for delivery. During which time you can take care of the trillion other tasks that go into planning a wedding.

Click through the slideshow below to see all seven of Floravere’s breathtaking designs (with more due out this January).

[ via Fashionista ]