Grace Loves Lace - the designer behind the ‘World’s Most Pinned Wedding Dress’ - has launched their highly anticipated 2022/2023 collection and it’s totally divine. Take a peek…
Designed in Australia and shot in Italy by the brand’s Australian team, the campaign collection – titled Memoirs of Her – reinforces the bridal giant’s place on an international stage.
Memoirs of Her also signifies the continuation of GRACE’s dedication to innovation with the introduction of exclusive new fabrications and more eco elements than ever before. The collection, which features eight signature gowns and two intricately embroidered veils - will also be the brand’s first dive into the Metaverse, with the first 10 customers to receive an exclusive NFT gift with their gown purchase.
Founder and Creative Director Megan Ziems’ said it was the perfect opportunity to introduce something new to the bridal market. The collection celebrates the unlikely synergy between heritage and contemporary art forms and encourages brides to treasure their wedding with a modern-day memento, bringing industry-first fabrications and metaverse concepts to life.
“We wanted to explore this idea of taking something old and breathing new life into it, which is how the NFT idea came about. I knew this was the collection to pair traditional heritage art forms, like poetry and calligraphy, with modern keepsakes - NFT’s. Something for brides to treasure as a memory of their uniquely GRACE bridal journey,” she says.
The brand’s first NFT’s will be a nod to the collection, with poetry hand-selected by Ziems as the feature.
“We are such a visually stimulated society but I feel it’s so important to still celebrate and respect traditional forms of literature, like poetry, which will forever be such a romantic love language. We wanted to bring classic artworks that resonated with us and the collection to the ever-changing digital world,” said Ziems
Memoirs Of Her features all-new silhouettes, and unique and never-before-seen fabrications, including a lycra wedding gown, rounding out the brand’s most diverse and innovative collection yet.
“We wanted the silks - that feature pleating and draping – to be very effortless and deconstructed. The direction of the embroidery, laces and trims also needed to create a quiet sense of movement. We did this with comfort at front of mind, making it as easy as possible for women to grab their dress and go so that she can really focus on her special day.” said Ziems.
For the first time in the brand’s history, Memoirs Of Her will also include both made-to-order and ready-to-wear gowns, offering buy-now options as the post-covid wedding timelines continue to shift.
In addition to the new gowns, GRACE will also launch two new embroidered veils rounding out their most artistic and intricately detailed collection to date.
The collection marks almost eleven years since Ziems started Grace Loves Lace, after a frustrating search for a dress for her own wedding. The Australian-based entrepreneur set out to revolutionise how wedding dresses were designed and sold, liberating women from the traditional bridal shopping experience through an innovative e-commerce model. The brand is also committed to ethical and sustainable manufacturing with all gowns made in Australia.
The gowns – which range from AUD$2,500 to AUD$4,600 – are available as part of both Grace Loves Lace made-to-order and ready-to-wear offerings. For more details visit Grace Loves Lace website and Instagram.
Written by our guest writer, Nikki Yazxhi, editor and creator of bellamumma.