Of the five Justin Alexander brands, Sweetheart is – as one would ascertain from its name! – the most romantic, and for this season, also the most stripped back that we have seen. Presenting a collection made up of the most classic cuts, shapes and decorative features from the last decade of bridal fashion, Justin Alexander Sweetheart makes a strong statement by turning against the tide of futuristic designs and heavy embellishments: the classic gown can be just as beautiful, and just as popular, as the modern one. With a noticeable bohemian influence, and a dedication to the wedding dresses we admired as teenagers, the new Sweetheart collection is a true celebration of originality.
The first gown in this exclusive gallery shows off the youthful and quirky vibes that this collection embodies. For a less formal ceremony you cannot go wrong with this short embroidered lace gown, and the accompanying translucent tulle overskirt which gives it a flirtatious, fun quality that is not often seen with wedding dresses.
Justin Alexander plays a lot with alternative features in this Sweetheart collection, in this gown including a rare watteau train, which is attached via the shoulders, and trails out in the same manner as a cape. This is definitely the way to make a statement with your wedding dress!
The Queen Anne neckline is an uncommon element of bridal fashion nowadays, but is a lovely fit for this collection, which takes so much inspiration from the classic bridal shapes. Alongside this, the ruched bodice paired with the long skirt and traditional French embroidered lace creates a very elegant look.
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The plunging V-neckline on this gown is a daring choice for Justin Alexander, particularly in consideration of the more traditional theme running through the collection. However, the use of Alençon lace for the bodice and waistband creates a boho-chic look perfect for the adventurous and laid-back bride.
When designing this collection, Justin Alexander admitted their intention was to create gowns that could be easily accessorised. The bridal industry is full of inricate and embellished gowns – these were intended as classy “blank slates”, to be made even more beautiful with the bride’s selection of jewellery, hairpieces and shoes. This dress is a perfect example of a traditional construction that can be layered upon with your choice of accessories!
Elegant and sophisticated, this classic satin ballgown is the perfect choice for a more formal occasion – we can just picture a bride wearing this as she walks down the aisle in a grand manor house, or in a beautiful cathedral. The pleated chiffon waistband is a lovely touch, and the low V-back modernises it too.
The subtle fit-and-flare shape and sultry low V-neckline here create a gown that in any other colour would be the perfect addition to the Red Carpet at any Hollywood event. However, the clean cuts and pure white crepe fabric make this the ideal gown to wow your guests on your wedding day – and not least thanks to the plunging V-back!
Any bride wearing this dress could not fail to feel like she was in a fairytale. The rough-cut layers of tulle are immensely romantic, and the Swarovski-crystal belt is a staple of the bridal accessory industry – we could also see a pair of silver chandelier earrings really finishing off this look!
What don’t we love about this chic piece? The use of lace overlay – with strategically placed underlay! – for the entirety of the bodice is very sensual and modern, with the floral motifs only adding to the romance of the dress. The layers of tulle in the skirt add to the soft, bohemian vibes that this dress gives out.
Many designers include illusion lace details in their gowns, and yet this perhaps one of the most well-executed examples that we have seen. The sleeves and neckline here look utterly sophisticated, adding a little extra magic and personality to this gown.
Justin Alexander Sweetheart’s Fall/Winter collection for 2018 may be a reflection on the most classic bridal styles of the last ten years, but is also an incredibly bold move for such an established designer. At a time when most labels are pushing the boat out and producing ever more innovative dresses in order to attract the attention of the bridal community, the decision to take a simple approach to the design process and create “template” dresses to be personalised by the bride herself is one that we applaud. The lack of heavy embroidery and embellishments are perhaps a welcome change, leaving a collection that every bride can look to for inspiration.