featuring a bride and groom having a wedding in a desert surrounded by astronauts. Men came in wearing NorthFace jackets, hoodies, and brightly colored sneakers, while stylists with measuring tape around their necks ran back and forth from the back room to the dressing rooms, holding MacBook Airs with one hand.
Though it can be odd to go to a brick-and-mortar store only to end up ordering something online, it’s a model Molly Kang and Denise Jin, founders of direct-to-consumer bridal brand, are also adopting. The company was founded in 2017, stemming from Kang’s frustration with the process of finding a bridal gown. “Instagram changed everything,” Jin told me when I met up with her during a bridal fitting in a Mandarin Oriental suite in March.
Jin has big plans for Floravere , but they’re serious about becoming a go-to brand for millennial women in a specific price range — wedding apparel can run as high as $2,250. However, she insists that if their clothes were made in the same, hand-sown fashion and sold at retail, it would be marked up at least three times the price. These are the kind of thing that the Floravere website also has in a gently used “Sample Sale” section, where dresses are resold.
The Knot, for instance, played a role, however ironically, when Los Angeles–based comedian, painter, and writer Cait Raft got married to comedian and writer Jack Allison at San Luis Obispo’s immaculately ’50s kitsch Madonna Inn in January 2018. She approached the whole wedding as an art project. She said, “I got it in my head that I could only legitimately spend this much time and energy on it if it was an installation piece.
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