The Grace way - Reinventing tradition

Grace Loves Lace – the Australian disruptors of modern bridal and creators of ‘The World’s Most Pinned Wedding Dress’ – have released 3 high impact gowns featuring an innovative stretch bustier that provides traditional shaping and full bust support without the restriction of traditional boning and corsetry.

“We combined the illusion of a fitted, boned bodice with our renowned comfort and stretch elements, et voila! This ground-breaking shape is going to shake up the bridal industry,’ says Grace Loves Lace (GRACE) Founder and Creative Director, Megan Ziems.

The stretch bodice and cups have been carefully hand-crafted using a combination of powermesh stretch lining and vertical lace paneling to create a sculpting, curved effect without restrictive boning or corsetry, while an elasticated waist seam allows the waistline to stretch over the body making it easy to slip on and off and return to its original shape - meaning no poking, pinching or pulling. “It’s traditional bridal, done The GRACE Way,” said Ziems.

The dresses which are available handmade to the customers’ unique size range and height, range from XXS to XXXL and feature cup sizes similar to that of a regular bra. In a major feat of fashion engineering, Ziems’ team have been working for more than twelve months to offer the bustier in over 32 sizes, from a 6A to a 20E, with the added option of extra padded cups for even more oomph. An achievement for the team, says Ziems, as most bridal brands offer only four cup sizes. Larger cups will be available later this year as the team continues to develop the perfect fit. Ethically handmade in Australia and launching just in time for Valentine’s Day, the gowns are the first of their kind for the brand due to overwhelming customer demand. Each of the pieces in the collection reflect the spirit of GRACE – championing the belief that brides of today shouldn’t have to sacrifice style for comfort, despite the fact many women associate strapless gowns with having to constantly pull them up and readjust. These gowns don’t budge!

Speaking to the current trend of brides changing their look after the ceremony, the Izabel gown – originally created for Harper’s Bazaar – is a stretch bustier mini dress overlayed with a removable skirt tiered with voluminous layers oflace that creates a dramatic look that’s wearable and flirty. Each gown alsocomes with an assortment of complimentary armbands and straps at no extracost. “Quite simply, we couldn’t decide which strap option we loved more, so we wanted our brides to have the choice they deserve,” said Ziems.

When searching for her own wedding dress, Ziems was disillusioned with the structured, traditional wedding uniform that dominated the market. “I couldn’t find a dress that I could sit, eat or breathe in – let alone one where I felt as though I could kick my heels off, let my hair down and DANCE!” says Ziems.

“I wanted to have a good time with my friends and family, not contort myself into a corset,” she said. For centuries women have been conditioned to believe western wedding dresses have to be uncomfortable, chasing unrealistic body shapes in modern history now more than ever, thanks to the Kardashian effect. Yet Ziems continues to push the envelope toward liberating women and their bodies, challenging the status quo and celebrating natural beauty with each collection.

Since starting the business in 2010, Ziems has largely influenced the bridal industry with uniquely effortless silhouettes and stretch lace fabrications. GRACE gowns feel inherently Australian, low fuss and laid back, at times bohemian yet always luxurious. “Our vision has been to create gowns that are dramatic and effortless in fabrics and shapes that have visual impact whilst still being incredibly comfortable and easy to wear,” said Ziems.

“I set out in 2010 to change the industry. Looking back now, you can see how far it has come, yet there are still a lot of positive changes which need to beadopted by the wider industry. “These days there are a plethora of bridal brands offering more modern silhouettes, but the majority are ill fitting because they are mass produced in China in cheap fabrics and require multiple alterations after purchase,” said Ziems.

Recent statics show that 98% of wedding dresses coming into the United States are manufactured in China. “Our largest market is the USA, and despite our company growth, every dress is still handmade from start to finish in our sunlit Australian studio on the Gold Coast,” said Ziems. Continuing to manufacture in Australia is one of Ziems’ non-negotiables when it comes to the future, highlighting how her Australian manufacturing office not only supports and creates local jobs, Ziems says it also gives her team the ability to control the quality and design of each Made-To-Order dress.

“The new stretch bodice is years in the making due to the difficulty it takes toprovide underwire and cups that give the perfect shape and are also incrediblycomfortable for the customer,” she said. GRACE’s team of Australian-basedhighly skilled pattern makers and technicians have over 100 years of combinedexperience. Having over 120 staff worldwide – 93% of which are women – Ziems says she has “Always designed for the woman, not the bride”.The gowns which offer the perfect amount of shape and support, are the first of their kind in bridal. Versatile and incredibly comfortable to wear, they are now available to order on the Grace Loves Lace website and at the brand’s 10 international showrooms, including its newest designer suites in Chicago and Sydney.




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