Many bridal stores will appreciate working with an agent who brings more than just samples to the rail. Insight, perspective and cross-category intelligence are invaluable, especially as bridal, prom, occasionwear and accessories increasingly overlap.

Someone who has insight into all these areas is James McKenna, a familiar face who has been in the industry for 15 years, starting in bridal sales and now heading his own independent agency. James represents a carefully curated portfolio spanning established international names and emerging design talent. “Back in 2023 when I made the change, Rachel Allan Bridal & Prom and Twilight Designs were my first brands,” he tells us. 

The agency has since expanded into occasionwear, with Spanish label Sonia Peña, a second-generation family business specialising in mother-of-the-bride and occasionwear, now part of the portfolio. An exciting announcement is a new addition, which has generated particular excitement. “My new label is Ricca Sposa. A Ukrainian-based designer and manufacturer of bridal dresses and evening wear; they supply in over 55 countries. I think this brand will be the next big thing in the UK bridal industry.”

So what drew him in? James tells us that in an increasingly digital-first buying environment, visual storytelling matters. He says: “Visually each collection tells a story and it is easy to understand why the brand is captivating the imaginations of brides. The dresses are stunning with a real point of difference, which has expertly tapped into the modern day bride.”

Industry Insight 

The contemporary bride is, of course, always evolving. From an agent’s point of view, working across multiple stores and regions, means patterns quickly emerge. “The two-in-one look seems to be growing in popularity,” James says. “A bride is looking to purchase a dress and have the flexibility to change the look from day to night with the additions of detachable trains, removable sleeves and capes and overskirts.” 

He also highlights the continued demand for: “sumptuous plainer fabrics like Mikado and satin,” which give boutiques room to personalise through styling additions.

Trends aside, James tells us that his role is as much about partnership as it is product. “I have to say my customers are amazing, they continue to support me and my labels, while at the same time running their incredible boutiques,” he says. “I have worked with a number of stores since I started in bridal, and it is these relationships that keep me going.”

Buying Notes

As buying season approaches, James has advice that is clear and commercial. “I always recommend my stores to be data driven. Make sure you have done your research in what silhouettes, fabrics, necklines and colours you are selling. Know what doesn’t work for you. Also, keep an eye on trends and make sure you have the latest styles that brides will be looking for.”

Looking ahead to Bridal Week London, James is energised by what the next chapter holds. “The addition of Ricca Sposa is an exciting addition to my agency. It is going to attract a different type of store and introduce me to even more amazing retailers. I am super excited to see the new collections and be involved with Bridal Week London for my first show selling them.”

 

WORDS Anna-Marie DeSouza