Embarking on your bridal journey can be daunting, complicated at best. Months spent tirelessly sifting through endless, overtly classical gowns that you’ve seen a hundred times before, enduring drawn out, stuffy boutique experiences with inauthentic stylists only to have to do it all again… all in the spirit of finding the gown. It can be a stifling, outdated industry, especially in the US where conservatism and tradition is honored, so much so a unique point of difference can be few and far between.
So when Los Angeles founders Molly Kang and Denise Jin of Floravere redefined the bridal experience through a modernistic, stripped back approach, it completely revolutionised the industry. Throwing away the conventions of tradition came a fresh perspective, a brand steeped in affordable, effortlessly elegant gowns and an authentic experience for the modern woman who craves that down to earth, individualist approach.
Stepping into Floravere’s Los Angeles or New York City flagship stores instantly dissolves all of the stigmas of wedding gown shopping. Reimagining dated traditions with a personal concierge, you’re welcomed into a space combining luxury and lightness, an atmosphere of tailored consideration. Floravere has thought beyond the confines of standalone flagships creating private showrooms across the US in the finest chic hotels, each complete with your own personal stylist, and champagne on arrival. For the time-poor bride, their revolutionary service is complimented with online store offering direct to consumer bridal.
“Simple, yet undeniably chic silhouettes bound by unabashedly feminine details is the magic you can expect from Floravere.”
Molly and Denise are the kind of dreamers that we long to seek out in bridal. Visionaries creating change, real change. Working towards the design ethos of ‘beauty progressed’ within everything they do, Floravere is entirely crafted by hand and made to order to stay true to their vision of attainability. Minimizing their environmental impact is imperative to the brand, ensuring no wastage, selling direct to the client to eliminate overheads and no wholesale mark-ups to ensure that they remain transparent with their bride without the unrealistic price tag.
Floravere has been intrinsically curated to focus on quality. Artisanal fabrics and embellishments are sourced from some of the most reputable mills around the world to craft into simple, yet undeniably chic silhouettes. Every gown weaves softness with bold and unexpected details, think layered tulle, baroque pearls and fluid fabrics paired with embroidered and beaded cathedral length veils. All made for the contemporary woman seeking that effortless and ever timeless look.
Photography / Matt Godkin
Creative Direction & Fashion / Emma Westblade @ The Lane
Talent / Ellie Brinkman @ IMG Models
Hair & Make Up / Alexis Mahoney
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