Laure de Sagazan, a stylish quintessentially French woman, created a niche bridal wear brand catering to casual yet elegant women. She started the brand from a dare to design her own wedding dress. Her cousin bet that she couldn’t design a dress for her own wedding that truly reflected who she was.
After Laure de Sagazan succeeded in designing her unique gown and received countless compliments, she decided to create her own brand for other women like her. In 2011 she opened her doors to the always stylish and never over the top Parisian brides. She describes her clients as liberated yet classical, nostalgic yet modern, casual yet elegant.
This is the perfect description for her 2017 collection displayed in her new Soho showroom. After five years of winning the hearts of the effortless French women, Laure decided to open a location in the United States, to cater to the massive demand for her gowns that was coming from American brides to be.
Eugenie Monroe, the sales manager of the New York atelier, said that the first time they had an American client, it was a pleasant surprise, and that over the past two years their numbers grew exponentially. Since not every bride can go to Europe three times before their wedding, and the calls kept coming in from potential American clients, it was clear that there was a need for their range of products in the United States.
The collection is composed by a series of long dresses, short ones, delicate blouses, and separates. This allows for the modern bride to customize the final look to her liking. Not only this, but the separates and short dresses are so incredibly delicate in their laces, that they could perfectly be worn for other events besides a wedding. The identity of the brand is seen throughout the soft fabrics, off white tones, and bohemian accessories.
It is clear that what was once just a bet between cousins, certainly produced a favorable result for all the new casual yet elegant brides to be.