Why did you choose Bridal Week Harrogate March for your SS25 collection launch?

Presenting our collections at Harrogate always feels nostalgic and iconic, it’s such a beautiful town that buyers and brands are eager to flock to every time it transforms into the home of bridal. 2024 is particularly poignant for us as we celebrate 20 years of Justin Alexander and 25 years of Sincerity Bridal, so it felt the perfect moment to pull out all the stops for our stockists with a showstopping event where we granted exclusive early access to view our SS25 collections, well ahead of our usual schedule.

Can you give us a brief insight into the SS25 collections.

The Justin Alexander SS25 collection ‘L’Etoile’ celebrates the essence of timeless elegance through our muse, the bride, the embodiment of grace, poise, and everlasting allure. Every gown in this collection is meticulously crafted to make the bride the star of her very own love story. From peek-a-boo lace to 3-D floral appliques, intricate trains and glamorous beading.

The Justin Alexander Signature SS25 collection ‘Verses in Contrast’ is an encapsulation of 
dreams, inspired by love and beauty. These gowns are art at its finest with unexpected elements such as modern seaming, brocades and oversized rosettes that excite and energize. Our brides are the canvas upon which dreams are painted, and our gowns are the brushstrokes that bring those dreams to life. 

The Adore by Justin Alexander SS25 collection ‘J’Adore’ is a capsule of gowns that celebrates effortless confidence, entwined with the magic of new beginnings. We’ve curated a lineup that captures the spirit of carefree love that includes two-in one looks, expressive embellishments, subtle laces, embroideries and sexy skirts. The Sincerity Bridal SS25 collection ‘Until I Found You’ takes us on a journey to find true love. With gowns for the hopeless romantic, these fairytale looks with enchanting trains, dreamy sleeves and feminine glittering fabrics are endlessly charming. 3-D florals, pearl accents and Basque waists will bewitch with their glamour. The Lillian West SS25 Collection ‘The Unforgettable Adventure’ is a breath of fresh air for the free-spirited bride. These designs embody natural beauty through earthy colours, bold lace patterns and organic tonal beading. Light and flowy fabrics, ethereal skirts and adventurous ruffles ensure each gown is refreshingly unique with an authentic sense of wanderlust.

Can you give us a detailed look at what was in-store for your buyers across the weekend?

We wanted our buyers to walk into our space and feel a buzz of excitement, so for this show we were in the beautiful Ball Room space at The Majestic Hotel. Our focal point was our runway area with inclusive daily catwalk shows where we presented our latest designs on models with a variety of different body shapes, surrounded by a catwalk of flowers created by florists Mollie and Mauve. Buyers were able to book in and spend invaluable 1-on-1 time with members of our global team to gather support across sales and marketing topics, and our design team was on hand to talk through all the latest trends and must-have styles.

On Sunday evening it was time to take things up a notch, with our bridal week soiree for our authorised stockists in support of our charity partner Vow for Girls, an organisation we are extremely honoured to partner with as they work tirelessly to end child marriage globally. With drinks flowing, delicious food and the sounds of Frankly Jazz on the dancefloor; we filled the evening with surprises for our guests – from a mind-blowing performance from the incredible
magician Nick Crown, to spectacular fireworks and hot chocolate on the terrace to top off the night – it was magical to bring so many of our valued partners together in one place and to dance the night away together in the most glamorous way possible!

What were the standout designes for retailers?

We are so grateful for all the positive feedback we received from retailers, especially as this was our first dual FW24 / SS25 show in quite some time. Stockists were extremely excited to be able to order so many new looks for their brides at this earlier point in the year.

There were certainly many standout styles at the show, to name but a few:

Jessa (style 88405) from Justin Alexander is a figure flattering draped charmeuse fit and flare with the most delicate corded lace long sleeves and peekaboo neckline. It evokes a daring effortlessness with its racy skirt slit and will enhance through its fresh yet timeless appeal.

Dickinson (style 99319) from Justin Alexander Signature is the epitome of a clean and contemporary fit and flare gown. Showcasing 3-D laser cut crepe floral embroidery – its matching detachable train really brings drama, proving less really can be more. 

Oriana from Adore by Justin Alexander with its plunging v-neckline and billowing chiffon bishop sleeves was a firm favourite. The soft diaphanous essence of this gown is great for a destination wedding. 

Sincerity style 44478 is a sculpting crepe fit and flare gown with a daring plunge neckline and trending puff shoulder sleeves. The illusion details on the sleeve cuffs and back are trimmed with dazzling lace and the train has been decorated with stunning embroidery as a final flourish. 

Lillian West 66372 is a one-of-a-kind soft A-line with unique leafy lace embroidery that will shimmer all day long. Its sexy neckline, exposed boning and side cutouts bring a wild and sultry edge to a timeless silhouette.

Our Fall/ Winter 2024 collections will launch next month whilst our brand-new Spring/Summer 2025 collections will launch later this coming Autumn.

Reflecting on the event, CEO & Creative Director Justin Warshaw said, "March Harrogate was an extremely memorable moment for me and the team, with so many exciting new products to present, as well as the excitement that runway shows brought to the room and so many celebrations over the weekend. Each day the stand was busy, which created a great energy between our buyers and our team. I’m really grateful to all our valued partners who travelled to see us and attended this show."

Interested in becoming a Justin Alexander stockist? Reach out to info-uk@justinalexander.com for more information and to discover more about the brand-new Fall/Winter 2024 and Spring/Summer 2025 collections.