Give us an insight into the history of the brand.

Madi Lane’s evolution began with a dream to create a label that celebrates the beautiful diversities of the modern bride collective. One label for all women, for all wedding visions, and for all love stories. After almost 20 years running bridal retail stores, I brought everything I knew about bridal from working directly with brides and in retail to the design arena, and started designing gowns as varied in style, shape, and size as the brides I had met. After lots of interest and positive feedback from Australian brides, we decided to go global in March 2019. Since then, over 500 wonderful retailers have joined the Madi Lane family and partnered with us on our adventure of bringing the brides of the world modern, meaningful, beautiful, and affordable designer bridal gowns.

Can you talk about the brand’s relationship with the UK bridal market?

We love our UK retailers! They are part of our Madi Lane family and we have built close relationships with them that are based on strong principles of partnership and friendship. Together we create magic in the UK bridal world! We are so excited to be back at the Harrogate Bridal Show this year, to catch up with the retailers we have already met in person and love, and to personally meet the new retailers that have joined our journey recently.

What are you most proud of about the brand?

We are all about being ’exclusively inclusive’ in all we do and our marketing, campaign shoots, social media platforms, and designs emulate this foundational ethos. Our socials are something else we do fabulously - even if we do say so ourselves! Our goal is always to send as many brides as we can to our retailers, well-researched in all things Madi Lane and ready to say ’yes’ in their bridal gown shopping experience.

We truly love every part of what we are so blessed to do and create, and it is important to us that we not just live these values but that it is evident in every part of all we do - and I think we do it well!

What was the vision behind the collection?

This seasons collection is inspired by - ‘the adventure and beauty of becoming, of evolving and flourishing’. Much like the blossoming of springtime, after winter – the new beginning of a season of growth – of flourishing and thriving, of freshness and vigour, of achieving and prospering. And of endless beauty and radiance. And so with these thematic elements of inspiration the name we have chose for this collection is ‘BLOOM’ – for in this word’s definition, lies all the elements of this collections inspiration.

In harmony with and building on the collection name, our campaign shoot narrative tells the story of two lovers – the wedding day being the joining and unity that creates a new season – a flourishing – with the bride the perfect exemplar of the beauty of the blooming of springtime. And together, the adventure of becoming all they can be – together.

What accessories do you imagine brides would pair with your designs?

We love the drama of veils and the complimentary strength of a bold earring, and you will see this styling aesthetic flow through all our campaign shoots since our debut launch. Our in-house veils contained in our collections are perfect accompaniments for our designs, and our jewellery of choice is definitely our brand new luxury jewellery line that is debuting this season!

How can retailers get in touch to order from your latest collection?

For any new retailers who would like to take a peek behind the curtain at what it means to be a Madi Lane retailer, or chat with us about our partnership values, please email eu@madilane.com and provide us with your contact details and store name. The specific Brand Representative who is responsible for taking the very best of care for the retailers in your area will contact you directly to discuss all things Madi Lane. Most importantly, you can visit us at the Harrogate Bridal Show, at stand KS2/3.