Nensi Dojaka partners Mytheresa for bridal line
Luxury e-tailer Mytheresa and Nensi Dojaka have linked-up on what’s not only an interesting bridal capsule but is the designer’s first step in that key spring/summer season sector.
The capsule launches Wednesday and is a fairly extensive one with 24 pieces in total.
The e-tailer said it’s “true to Nensi Dojaka’s cutting-edge vision of the modern bride” and is designed to “reinterpret the brand’s signature elements into the world of weddings”.
It’s an interesting one for Mytheresa given that Dojaka is known for her ultra-revealing pieces and love of sheer and cutouts, not something we’d usually associate with bridal.
But she seems to have pulled it off. Mytheresa said: “Challenging every conception of femininity, floor-length gowns, mini dresses and bridal veils feature an intricate yet sensual game of strings, sequins and see-through layers in delicate shades and fabrics. Body-hugging silhouettes are presented in off-white lace, neutral tones as well as in a shade of pink for a contemporary take on the bridal aesthetic. Completed with a sharply tailored wool suit.”
It’s clearly not targeted at the more traditional end of the market, yet it works.
Dojaka said of her designs: "The inspiration for this exclusive collection came spontaneously when I was working on a custom wedding dress for a friend last year. I wanted to give her a light and elegant dress that complemented the woman's figure, yet resembling the essence of our designs. So the bridal collection felt like a continuation of our core designs re-imagined in a wedding scenario.”
The launch on Mytheresa is global and comes with a dedicated editorial story directed by Mytheresa Chief Creative Officer Julian Paul. It was shot by photographer Jana Gerberding, featuring model Maria Khan.
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