Grace Loves Lace Unveils VIVA

The Breathtaking 2024 ‘VIVA’ Bridal Collection is here!

The bridal world is buzzing with the much-anticipated launch of Grace Loves Lace‘s 2024 collection, VIVA, which has just made its dazzling debut. Renowned for redefining bridalwear with effortless elegance and bohemian spirit, this new collection takes the brand’s signature style to new heights of sophistication and innovation.

After two years of meticulous craftsmanship, the VIVA collection exudes raw luxury. The designs feature an ethereal mix of embroidery, delicate lace, crepe, and satin, perfectly embodying a modern romantic aesthetic.

For the first time, Grace Loves Lace introduces boning and built-in shapewear, seamlessly blending comfort and structure in styles like Phoebe, Mya, Gigi, and Rosie. These gowns boast flexible boning that offers brides unprecedented freedom of movement while ensuring a flawless, figure-enhancing fit.

VIVA marries timeless bridal inspirations with a contemporary edge, staying true to Grace Loves Lace‘s devotion to intricate detailing while pushing forward with bold, boundary-breaking design elements.

Gowns designed to suit every style, from dreamy strapless silhouettes to chic options for beach weddings and reception looks, this collection is tailored for the bride who dares to be different yet demands effortless elegance.

For the bride who embodies modern luxury, Grace Loves Lace’s VIVA collection offers a masterful reimagining of bridal fashion, designed for the confident, empowered woman. Each piece is a tribute to authenticity and elegance, delivering a fresh perspective on contemporary bridalwear.

Founder and Creative Director Megan Ziems captures the essence of this new chapter: “VIVA is the result of passion, patience, and dedication. We allowed her the time to evolve into something extraordinary. She’s bold, innovative, and powerful—designed for the woman who knows her worth and is unafraid to show it.”

This 14-piece collection redefines bridal craftsmanship. For the first time in Grace Loves Lace’s history, VIVA introduces innovative flexi boning, offering brides 360-degree movement, a flawless silhouette, and unmatched comfort. Blending advanced construction techniques with the brand’s signature raw luxury, the collection features exquisite lace, intricate embroidery, and luxurious crepe and silk fabrics. Each gown is a masterpiece, crafted with meticulous attention to detail and artistry, making VIVA a celebration of one-of-a-kind design and craftsmanship.

Shot against the breathtaking landscapes of Folegandros, Greece, Ziems says, “The VIVA campaign captures the spirit of adventure and untamed beauty, much like the gowns themselves. Every detail of the collection was thoughtfully designed, with asymmetric cuts and organic fabric placements reflecting the brand’s ethos of “perfectly imperfect” elegance.”

“We haven’t released a Mainline collection in two years, and VIVA is truly in a league of her own,” Ziems continues. “We invite brides to join us in celebrating life, love, and adventure with this new era of bridal design.”

Grace Loves Lace, the label behind the world’s most-pinned wedding dress, has grown to become the largest direct-to-consumer independent bridal brand globally. Designed and crafted in Australia, each gown embodies a perfect balance of style, comfort, and effortless movement.

Founder and Creative Director Megan Ziems, disillusioned by the rigid, traditional wedding “uniform” that once dominated the market, set out to revolutionise the bridal industry. She believed that quality should not come with an unattainable price tag, nor should a bride have to compromise on comfort to achieve her dream look.

Grace Loves Lace Showroom Locations:

Los Angeles, New York, Atlanta, Boston, Chicago, Columbus, Dallas, Denver, Houston, Las Vegas, Miami, Minneapolis, Nashville, New Jersey, Philadelphia, Phoenix, San Diego, San Francisco, Seattle, Washington D.C., Toronto, London, Sydney, Melbourne, Gold Coast, Perth.

You might also be interested in seeing the Grace Loves Lace designer wedding, which just went live on the TJ website and is featured on the page of Together Journal issue 36. The wedding of Rosie + Ryan

See more by visiting graceloveslace.com and @grace_loves_lace.