J.ANDREATTA represents the new guard of Australian bridal and red carpet couture. Founded by Sydney-based designer Jessica Andreatta, J.ANDREATTA recently entered the market and specializes in bridal and red carpet couture.
We were lucky enough to be able to interview the head designer and get an insight into her world.
Capri campaign – Photographed by Alli Oughtred of Alli Studio
Take us back us back to the beginning, where does your story begin?
I guess you could say I was born into a world of fashion and design. My mum was my biggest inspiration growing up, she had her own childrenswear label and was a lecturer at the Whitehouse Institute of Design.
After graduating from Whitehouse Institute of Design, I worked in the Design team for a number of Australian fashion labels including Head Designer at an Australian Bridal boutique before launching J. Andreatta.
How long has the business been running?
J. Andreatta was launched to market in early 2018, with our debut to New York Bridal Fashion Week in October last year. It has been a whirlwind year and we are keeping busy with our gorgeous 2019 brides!
What does a typical day sound like when you’re in the studio?
As soon as I wake up and before my coffee, I am checking my emails and the @j.andreatta_ social media.
I am very involved in the production process, so one half of my day is usually spent in the atelier with our design team.
During the day, I usually have a couple of bridal appointments. If it is our first meeting, we will discuss their wedding details and start building the concept for their custom wedding dress. If I have already met with the bride, this appointment will be used to finalise the fit and any design details on their wedding dress. At the moment, I am designing for our 2019 Collection, so make sure to allocate time during the day when I’m feeling inspired and creative!
Now tell us all about the added extras that go into the job behind the scenes that we all hate but secretly love, that brides often forget?
Lace placement to ensure the gown is perfectly symmetrical before we start to hand sew can be very time consuming,
however the final outcome is well worth it.
Tell us some more about the process that goes into making a gown?
When I first meet with a bride, we can discuss their wedding details i.e. the location, time of year and style and any inspiration the bride has for her own dress. From there I build the concept for her custom dress.
When I see her again we start finalising the toile process – which is essentially the ‘bones’ of the wedding dress.
This is when we confirm the fit, fabrication, colour i.e. white, blush, nude and key design details such as neckline and sleeve detail.
We see a bride a number of times to make sure the details are perfect before the final rehearsal fitting,
which is when she gets to take the dress home with her!
Who is the “ J Andreatta Bride ” and how would you describe her ?
Our bride likes has great style and likes to try something different. She is wanting something feminine yet edgy, and not necessarily looking for a traditional wedding dress.
Who inspires you on a daily basis?
It’s a combination of old films, actors & era’s – I am very much inspired by the 1970’s at the moment.
Music also inspires me to set the mood for my collections.
Before my debut collection ‘From the dark side of dreams’ was released, I was listening to a lot of Radiohead & Jeff Buckley hence the touch of darkness & juxtaposition used in the campaign images.
The best part of designing a gown?
I love to express the bride’s personality through the gown. I do this by choosing particular fabrications and trims and the way its applied.
Your most memorable moment of business so far to date?
Launching internationally within 6 months of operating was a real feat for the business.
Definitely one of my personal highlights was shooting our ‘La Dolce Vita’ collection last July in Capri on a boat at 5am watching the sunrise on the water ( I had to pinch myself, it was magical)
Can you talk us through pricing?
Our designs from the collection start from $9,000 AUD and increase in price based on the fabrications and design elements used i.e. the labour which goes into our hand beaded pieces are going to be reflected in the price.
Do brides need an appointment to visit the showroom?
To ensure they don’t miss out, making an appointment is ideal.
J. Andreatta boutique is located at 29 William Street in Paddington Sydney.
J.Andreatta is also now available in the Mark Ingram Bridal Atelier in NYC as well as Kinsley James in
Los Angeles and The Wedding Gallery in London.