This spring, the iconic bridal fashion house Justin Alexander will present its new collections for the first time at Bridal Week Harrogate in March. Olivia Howes, UK Design Director, tells us: “It’s the show of the year, and one we really look forward to as it brings together the best of the best all in one place, from exceptional brands to the best buyers from across the UK and Europe – Harrogate is a show that really emphasises what a privilege it is to be a part of this special industry and in the most quaint and special location.”

 The Collections

“Our goal as a design company is to deliver exciting and innovative collections each season across our portfolio of brands,” says Olivia. “Every year, we see shifts in what brides are loving, what they are searching for, and how they are getting married – through our variety of price points and diverse styling mix, we’re able to keep our eye on the pulse and react quickly to emerging trends in our own way.”

The culmination of this ethos can be seen through the lines that will be on display at Harrogate this March – each brand with its own individual handwriting. The Justin Alexander Autumn/Winter 2024 line is called ’La Dolce Vita’ and was inspired by the romance and passion Italy exudes. There is a focus on cultural form, and stunning hourglass silhouettes define this, which are perfectly matched with luxe fabrics, including Mikado, charmeuse, and crepe. Look out for romantic design details, such as dropped waists, waist-cinching cummerbunds and subtly daring slits. We love the elegantly draped necklines and skirts, chic covered boning, detachable bows and bold illusion backs.

’The Art of Waiting’ is the latest Justin Alexander Signature collection. It draws inspiration from the profound beauty of waiting for one of life’s most cherished gifts – love. The collection is filled with 3-D florals, tactile jacquards, modern necklines, blossoming silhouettes, and just the right amount of sparkle. Each gown is meticulously crafted with exceptional skill and represents an embodiment of grace, elegance and strength.

For Lillian West, the new collection is titled ’Nature’s Embrace’. The gowns reflect natural beauty using intricate floral patterns, bold and leafy laces, 3D floral appliqués, which move like delicate petals, and billowing blouson sleeves. This line is all about offering brides something effortlessly chic that will help them to reflect their personalities and lifestyles through their wedding day look.

’Reverie’ is a new collection from Adore, packed with effortless gowns featuring subtle details, including chic lace-trimmed illusions, simple scoop necklines, easy-going-slits, and detachable trains. Uncomplicated bridal gowns in the collection are embellished with delicate tonal beading, soft all-over lace linings, and airy skirts. Delicate accents, including sequinned embroidered lace appliqués, leaf embroideries, and subtle draping, add to the charm.

’Two Hearts’ from Sincerity, inspired by the poem ’Coup de Foudre’ by André Breton, vividly describes the intense, immediate connection between two lovers, and the line embodies the connection between two hearts. The romantic styles offer curve-enhancing draping, flirtatious skirt volume, flattering corsetry, and hopelessly romantic sleeves. Depth and allure are added through the finishing touches, such as pearls, crystals, soft tulles, and 3D florals. This line shows enchanting glamour at its finest.

“It’s a big year for us in 2024 as we celebrate 25 years of Sincerity Bridal, and what better opportunity to mark the occasion than at Harrogate with all of our incredible retailers,” says Olivia Howes. “We’ll be taking over the ballroom in March for a spectacular presentation of both our Autumn/Winter 2024 and Spring/Summer 2025 collections and have a jam-packed programme of shows and surprises in store!”

Behind the Scenes

The creative process for each of the brands is unique – every label has its own distinct personality and vision. “From the Justin Alexander Signature collection, where we focus on creating our most luxurious designs with couture craftsmanship, our inspiration and development time focuses much more on the avant-garde to ensure each gown is a statement in itself. In contrast, a collection like Lillian West is all about unconventional, laid-back, and carefree designs, so our time is spent focusing more on sourcing organic fabrications, developing whimsical, bohemian details, and bringing to life its light, ethereal mood,” says Olivia.

In terms of trends that might do particularly well with UK brides, Olivia tells us that the fashion house has seen a huge uplift in cleaner, more contemporary gowns across all the brands. The ‘Less is More’ vibe is one that really resonates, and there are a number of styles through the different brands that are completely clean, or a blend of clean fabrics with intricate lace or beading. 

For example, take a look at Justin Alexander’s Style 88383 – a stretch crepe fit and flare with a unique pointed sweetheart neckline. From Adore by Justin Alexander, Annalina (11340) is all about simple elegance. This crepe fit and flare combines subtle draping on the neckline, detachable straps, and an understated train, but is by no means shy.

“There’s also a real shift happening in terms of accentuating curves and drawing attention to an hourglass silhouette through basque waistlines, dropped bodices, and interesting corsetry,” says Olivia. “We’re extremely proud to present new designs this season that will enhance and empower brides of all sizes.” Particularly noteworthy designs include Sincerity Bridal Style 44469 – a sparkling basque waist ball gown featuring a scoop neckline and sheer bodice detailed with subtle exposed boning and embroidered sequinned lace appliqués. Lillian West style 66349 brings a delicate softness to the corset look with its sheer ruched tulle bodice, exposed boning, and sequinned all-over lace underlay.

“We know how important it is right now for retailers to invest in a product that not only entices today’s bride into the store but really delivers on the day and offers versatile looks at the right price point,” says Olivia. “We feel confident that in 2024 our collections not only deliver through beautiful designs but are supported by exceptional new content, unparalleled quality, fit and value for money at a time when brides are as conscious of budget as they’ve ever been, as well as looking for an outfit that will make them feel their absolute best.”

At Bridal Week Harrogate in March, the fashion house is excited to connect with established retailers and those looking to add a new label to their boutique. “When a retailer or a bride becomes part of the Justin Alexander family, there is one thing they can be sure of – that we are forever grounded in our vision to design and produce exquisite gowns that will stand the test of time, whilst remaining at the forefront of bridal design. This requires us to consistently listen to our partners throughout the year, to really take on board their needs and their feedback as well as staying aware of trends and exploring new ideas to make our product the best it can be.”

To be able to view the new collections from Justin Alexander this spring, make sure to register yourself and your team for Bridal Week Harrogate March.

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