Setting a new standard for the corseted wedding gown, global bridal leader Grace Loves Lace unveils its newest icon, Jones, a daring fusion of elegance and unrestrained comfort.
In the ever-evolving world of bridal fashion, there are few names as revered and synonymous with timeless elegance as Grace Loves Lace. Renowned for their designs that effortlessly embody the essence of modern romance, they have once again captured our hearts with their latest masterpiece—the fearlessly authentic Jones gown.
Designed to give the wearer structure without restriction, Jones introduces a brand-first using innovative design techniques to mimic a corset-like bodice, without any boning or limitations. The launch has been led by consumer demand for a timeless silhouette that guarantees support and comfort to complement the body, rather than work against it.
Founder and Creative Director, Megan Ziems, wanted to redefine the concept of the traditional, restrictive bridal gown by finding a way to create structure in a dress without compromising on comfort.
“Most brides almost expect that their wedding dress is going to be uncomfortable, with boning, zips and buttons cinching them into place. I wanted to design a gown that emphasises a more structured, supportive look but stays true to our values of comfort first,” explains Ziems.
“A bride will be in the same gown for over eight hours on her wedding day; we wanted to create something that gives that defined, corset-like bodice so many brides love and set a new standard for comfort, flexibility, and freedom of movement,”
“Every detail of Jones is considered and intentional, her waist seam cinches in to emphasise an hourglass silhouette, vertical seams elongate the body and a fitted bodice shapes and supports the bust. She’s been designed using our buttery double layer stretch crepe to mould and adapt to the bride’s body,” explains Ziems.
Jones features clean lines and proportions perfectly balanced, providing comfort, support and effortless drama. The gown comes to life with movement, the soft waves of crepe dancing with lightness and ease in the skirt whilst the bodice cuts a refined and classic fit.
With a flattering low cut neckline and a fitted double-layered bodice for flash proof opacity and a waist seam that creates structure and support without restriction, Jones cinches the body to define and accentuate in all the right places. A sleek, plunging back narrows into satin covered buttons following the curve of the back emphasising a feminine silhouette.
Launching alongside Jones is the Bo Shawl, designed to pair seamlessly with any ivory gown, this shawl oozes old Hollywood glamour which is having a major trend moment in bridal this season. Bo is 100% silk and is a versatile accessory to the entire GRACE collection.
Grace Loves Lace is the label behind the world’s most pinned wedding dress and is the largest direct-to-consumer independent bridal brand globally. With all products designed in Australia, each GRACE gown is crafted for style, comfort and movement.
Disillusioned with the structured, traditional wedding ‘uniform’ that dominated the market, Founder and Creative Director, Megan Ziems set out to change the bridal industry. She believed that quality shouldn’t be dictated by a price tag and that a woman shouldn’t be forced to sacrifice style for comfort.
To learn more visit graceloveslace.com or @grace_loves_lace
