Ahead of displaying her new collection at White Gallery in May, we meet the talented Viviana Urrea to discover a little bit about her history in fashion, her design style and her latest collection for the new season. Discussing the eagerly anticipated event, the designer tells us: “London holds a special place in my heart, and returning with our new collection is a dream come true."

Behind the scenes 

The designer is based in western Mexico; Guadalajara is a city that’s known for its rich cultural heritage and it has a vibrant fashion scene, famed for its textile craftsmanship. Creativity is in the air, making this city the perfect point of inspiration for the bridal designer. “In 2012, I embarked on a deeply personal endeavour by opening my own workshop,” explains Viviana, who tells us that her decision was motivated by the impending arrival of her daughter, Marina. “For years, I harboured the desire to establish a workshop but lacked the courage to do so. However, the prospect of motherhood instilled in me a newfound sense of bravery to pursue my dreams.”

The atelier initially focussed on evening wear, but in 2013, Viviana received her first bridal order and she fully immersed herself in the process. “Over the years, our workshop has grown steadily. I take immense pride in the fact that, the three individuals with whom I embarked on this journey with continue to work alongside me – with joy,” she says. “Furthermore, we’ve been able to provide employment to five more remarkable women, fostering a safe, dignified, and healthy working environment. Last October, we presented our collection in New York for the first time, and we are thrilled to showcase our newest collection this May in London at White Gallery.” 

Design insight 

Viviana Urrea Bridal’s style is undeniably romantic, but there is also an edge of retro charm, but without being cliché – the gowns have that contemporary cool girl vibe. “It’s a blend of minimalism, romance, and a touch of boho nostalgia,” comments Viviana, who tells us that clients often seek her out for a harmonious fusion of styles. “As for popular styles; classic cuts with modern twists, featuring subtle yet alluring necklines that exude both sensuality and sophistication.”

Every gown is meticulously designed, cut and crafted at the workshop in Guadalajara. We ask the Viviana about the whole design process, and what goes into creating a bridal collection from concept to runway or showroom. She tells us it is all about collaboration with her team. The process starts with finding the right fabrics, which often is the source of inspiration for the design of the dress itself – Viviana explains how it affects all aspects of the gown, from the drape to the texture and the versatility. “We love delicate fabrics such as Chantilly lace, chiffon, silk satin, and crepe.”

Viviana is a designer with a clear vision – she knows her own style. While she appreciates trends, she tells us she is not a staunch follower and would not let passing fashions hold an impact over what she creates unless it fits her aesthetic. She says: “While I strive to stay true to my own aesthetic rather than following trends blindly, I must admit that certain trends catch my eye. Currently, I’m drawn to the resurgence of 90s-inspired cuts and a return to softer ivory tones in fabrics.” 

White Gallery 2024 

The latest collection is cool and contemporary, it has flashes of nostalgia from a number of different decades. Intricate fabrics matched with precise cuts offer unique looks that feel refined yet relaxed – ideal for the London audience. “Our latest collection is a homage to the elegance and mystery of the 1920s, the cool silhouette of the 1970s, and the minimalism of the 1990s. It’s a fusion of nostalgia and contemporary comfort, with favourite pieces including the Beca, Paloma, and Andrea dresses,” says Viviana. “At White Gallery we’ll be showcasing a diverse range of styles, including A-line, sheath, and straight cuts, with an emphasis on intricate sleeve details.”

The designer has been excited about the showing at White Gallery since she signed to attend in early 2023. “I’m eagerly looking forward to connecting with fellow industry professionals and enthusiasts alike. London holds a special place in my heart, and the opportunity to return fills me with excitement and gratitude. We are truly thrilled about what lies ahead.” 

To secure your spot at Europe’s most exclusive bridal buying event, register for free today by clicking here.

Photography: Viviana Urrea Mars 2024 – images by Daniela Gutierrez