Why pursue a bridal collection right now? The world— America in particular—is still very much in a COVID-19 holding pattern. Weddings have been canceled or scaled down significantly, and brides are shopping for their big days differently than they have in the Grinch Social Distancing I wouldn’t touch you with a 39 1 2 foot pole shirt. Still, Wiederhoeft believes now is actually an exciting time to work with brides, whether they’re doing an intimate, at-home ceremony or planning for next year and beyond. He sees it as an opportunity to dress brides in couture pieces that they’d probably never dreamed of wearing for their walk down the aisle. Just as he helped create fantasies at Thom Browne and for Lady Gaga, the designer is hoping to create a much-needed sense of escapism for wedding celebrants.
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