Australian bridal giant and Nouba favourites Grace Loves Lace are marking 10 years in the wedding biz. To commemorate the occasion, the popular designer, who scored the title of ‘word’s most pinned wedding dress’ in 2016, are offering a complimentary veil with every wedding gown purchased in November. So, we thought what better time to take a look back at where it all began and the brand’s plans for the future.
A Move from Restrictive Wedding Dresses to Relaxed & Effortless Bridalwear
Founded by Megan Ziems in 2011, GLL became known for their relaxed, boho style that was both beautiful yet comfortable to wear. Moving away from the restrictive corsetry and boning that once had a chokehold on the industry, GLL were one of the first few Australian designers to craft dresses made for movement – particularly using innovative fabrics that allowed for an effortless and easy fit. “From day one we set out to liberate and celebrate women and create a new, exciting way to do bridal,” says Ziems. “To show the world that being a bride for the day didn’t mean you had to fit a mould or stereotype – by wearing a bridal uniform and adhering to traditions that you didn’t connect with. We knew you needed a gown that had substance, soul, authenticity and character, because after all, if a dress can’t make you ‘feel something’, then what is the point?”
From Humble Beginnings to Global Bridal Phenomenon
Since their humble beginnings, GLL have grown rapidly, evolving from an e-commerce platform to a global bridal phenomenon, with 19 showrooms across Australia, the US, UK and Canada. Despite their growth, the GLL design principles remain the same as they began – a brand committed to ethical Australian manufacturing, utilising luxurious and sustainably sourced fabrics, and carbon offsetting through their business practices.
Sustainability and Innovation in 2021
Proving their role as innovators in the bridal industry, in 2021 GLL unveiled their first eco wedding gown, Lumi and launched a sustainable occassionwear collection, Amitié. Lumi, which is ethically handcrafted with fabrics expertly engineered and developed over a two-year period, is constructed from 96% recycled materials, with pieces GRS certified. Their first sustainable occasionwear collection, Amitié, features eco-satin made from 7.6 recycled plastic bottles per metre, with 51,000 plastic bottles being kept from landfill thanks to the GLL commitment to slow fashion and ethical manufacturing practices. “We are always looking at our business practice to identify meaningful ways we can adapt, adjust and grow,” shares Ziems. “We are committed to continuous improvement to ensure that we look after our people, brides and our planet.”
The GRACE Veil
A complimentary gift available during the month of November, the GRACE veil, crafted from ivory soft tulle was designed to empower women on their wedding day and complement every GLL gown. “We want to give back to our brides and celebrate the success and pride we feel for the brand we have built, all thanks to our beautiful Grace Loves Lace brides,” says Ziems.
Images Libby Willis |