Justin Alexander is one glittering success story with a history that goes back for decades, a present that sets the trends, and a future full of dazzling surprises. We talked to the boss, Justin Warshaw about the season ahead
First, a bit of background…
Justin Alexander debuted on the bridal fashion scene as T&G Bridal in Brooklyn, New York in 1946, a time when women were renouncing the idea of clothing as mere necessity and embracing fashion as a way to express femininity, confidence, and beauty. Since its humble roots, Justin Alexander has become a contemporary designer and manufacturer of mid- to high-end bridal gowns and accessories. Each design is distinctly recognised for its vintage inspiration paired with progressive details. Knowing that a bride’s taste in fashion is as complex as the woman herself, the company has diversified itself to include a number of labels each with a distinct personality.
In the portfolio
Justin Alexander – timeless gowns for the classic and refined bride, RRP £1,500 to £2,200
Justin Alexander Signature – designer dresses for the fashion-forward bride, RRP £1,800 to £4,000
Adore by Justin Alexander – young, fresh and priced at under £1,200
Lillian West – sexy, effortless styles for the whimsical bride, RRP £1,200 to £1,800
Sincerity Bridal – graceful, romantic dresses for the princess bride, RRP £900 to £1,400
And there’s more… JA has the licence for
Viktor & Rolf Mariage, luxury bridalwear with a couture edge, and
Savannah Miller Bridal, elegant and understated bridalwear
The 2022 detail
Flowing organza, luxe matte satin and sparkling tulles bring theatre and fluid movement, while lavish hand beaded embroideries, trend-setting sleeves and fresh necklines create unique variations. Fabrics include mikado, Jacquard organza, stretch crepe, Chantilly lace, and tulle.
Detachable capes, statement sleeves, bows, and dramatic skirts will be the showstoppers this season, Justin tells us. There are necklines with a difference – a shift to modern squared cuts.
And some questions…
What are stockists are requesting?
On trend styles such as rich embroidered bodices with flowy skirts as well as gowns that have the perfect look for a garden or beach wedding. Retailers are also seeking a wide range of different priced dresses since stores get brides with all sorts of budgets.
In terms of dress style, stockists are seeking clean dresses, in fabrics like mikado, since this is a typical look from our Justin Alexander, Justin Alexander Signature and Adore by Justin Alexander collection. We see stockists picking us as their favourite supplier for clean styled dresses.
Are your brides talking about cutting back on spend, or going all out for gorgeousness, whatever the cost?
This year has impacted brides more than any year we can remember. Many brides chose to wear their gowns at a smaller gathering, others eloped and will postpone the events to ensure they can have the celebration they dreamed of. One thing we know to be true is that couples deserve their moments, and we are here to help them find the gown for any celebration. We find that more and more 2022 brides are looking to express their daring sides at their wedding! Bold beading, dramatic trains, bows, statement long sleeves, glitter tulle flattering silhouettes with sultry elements like low backs, illusion and exposed boning bodices are all combined to add a hint of drama to the 2022 collection. For the brides who want to create a more modest and toned down look, that may be planning an intimate ceremony at the townhall, the elegant clean gowns will be a perfect fit for them and all our traditional yet fashion forward brides.
Where to see the 2022 collections
April 25-28 Paris pop-up show, appointment only
May 1-4 Rome pop-up show, appointment only
May 7-10 Parma pop-up show, appointment only
June 6-10 Milton Keynes UK pop-up show, appointment only
July 3-5 European Bridal Week, Essen
September 12-14 Harrogate
Making the news
The Justin Alexander Signature Spring/Summer 2022 collection is a carefully choreographed dedication to the world’s greatest ballet dancers and the exceptional women of today; their natural courage, intrinsic beauty, strength of character and undeniable grace. Showcasing a myriad of refined construction techniques, dramatic flourishes and artistic touches, every gown offers en pointe couture craftsmanship. The Signature bride, like every prima ballerina, is a leader in telling her own story, whether portraying a romantic goddess, fierce queen, or a sultry temptress, she is ready to take centre stage.
Justin explains: “As our bridal markets turned digital, we saw this as an opportunity to collaborate with partners on projects that stayed true to our core values, and to share with our brides and retailers at launches. This year we wanted to create an uplifting piece of content that injected hope, optimism and inspiration to our brides and retailers around the world; we created an eight-minute ballet dance with international prima ballerina, Tiler Peck, known as Dancing into Forever.