VIDEO: Zac Posen Creates Exclusive Line for David's Bridal
Zac Posen, David's Bridal
"I love the different tulle textures," Posen gushes. "I love the corded boning," he commented as he touched all the rhinestone beading along the bustline and straps. "Beautiful," yet sufficiently subtle. "Sometimes it gets a little too My Little Pony."
Posen's new Truly Zac Posen line for David's Bridal was created for his fans. "I have such a wide fan base and audience base and diverse base," says Posen, 32. "I wanted to find a place where I could actually address them and dress them."
The new line launches in February 2014, just in time for next year's Spring and Summer wedding season. Truly Zac Posen features six ivory styles that range from $850 to $1,350. There are also five social occasion dresses, in neutrals and one lavender-threaded silvery jacquard print, will go for $195 to $225.
When it comes to the bridal market in general Posen felt that there ".... was a void when brides come to me and want to commission a wedding dress, because that means they can't find what's out there." "A great deal of care and love goes in there," Posen says. "I wanted to try that on something that was going to have a lot of reach."
David's Bridal already houses Posen's "very personal close friend" Vera Wang's collection, but she "gave her blessing," Posen says. And Catalina Maddox-Wagers, the company's executive vice president for merchandising, said, "what was missing was this aesthetic that speaks to a more red carpet, dramatic bride." The two-year-old White by Vera Wang line is "more whimsical, more flowy," Maddox-Wagers says. David's Bridal, and Posen, aren't worried about the two lines stepping on each other's toes - or veils.
So what type of bride is perfect for Truly Zac Posen? Brian Beitler, David's Bridal's chief marketing officer, said, "She's unafraid to take risks."
Posen isn't so sure. "I don't necessarily feel the dresses are risky. There's a romantic classicism to them with a va-va-va-voom quality." To wit: "Smashing from the side, stunning from the front and elegant from the back."