Wednesday, April 18, 2007

Max Mara launches bridal wear

Italian fashion house Max Mara is venturing into bridal wear. The collection will consist of 20 to 30 different styles in a range of three colours – white, ivory and pink. The dresses will be accompanied by veils, stoles, costume jewellery and footwear, all of which are produced in-house. Styles in the first collection include empire-waist dresses, halter-necks and straight sheaths in chiffon, taffeta and duchesse satin. Prices will range from €600 to €1,500.
The same team of designers that works on the line of cocktail and evening gowns has designed the bridal collection, which will hit about 50 Max Mara stores and a select number of multi-brand stores in Italy, France, Germany Greece this month. If the trial run is a success, the brand will roll out the complete collection worldwide. “We are responding to a specific request by our customers,” a spokesman said of the decision to introduce bridal wear. The company prides itself on offering its clients options for every occasion. “Bridal wear was still a big gap.”

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