June Peony Bridal Couture featured on Attire Magazine (issue 62)

Interview with Attire Magazine  (www.attirebridal.com)

Mandy Lee,

June Peony www.junepeonybridal.co.uk

Can you describe your 2018 prom collection?

We just launched our 2018 prom collection – Miracle Prom – boasting enchanting and elegant gowns. Lots of design ideas came from our younger clients, while meeting them and understanding what they want for their special day. is year we adapted stretchy fabrics to create simple yet impeccable styles to enhance a young woman’s silhouette. Meanwhile, for girls who want to be classy with a touch of fairy-tale princess, we created several grand prom styles with fabulous detailing, which include heavily beaded bodices, beautifully structured multi-layer skirts, 3D beading, oral embellishment, and long sleeves with so and oaty skirts.

With regards to colours, we feel that burgundy, emerald, sapphire blue, navy, violet, Royal blue, gold and apricot-nude will still dominate in prom next year. Light colours like champagne, pale pink and dusky blue are also included in Miracle Prom’s new colour palette.

What do you anticipate will be the main trends for the coming season by way of fabric, style and embellishment?
We predict the main trends will be a combination of gure-hugging styles, high sheen and stretchable fabrics with sparkling embellishment. ere will be a touch of old Hollywood glamour and an array of vibrant colours.

Through the spring and summer months this year, we saw lace and illusion detailing become increasingly popular on classic gure-hugging silhouettes. While this is still very much the case, these details are being ramped up to include sequin or jewelled embellishments and 3D beading in an array of vivid colours as well as more boho-inspired styles.

We think our beautiful Sophia gown will be a massive hit for the coming season as she combines so many elements of these coming trends. It features a round neckline and modern front key-hole as well as sexy sheer side cut-outs with delicate hand-beaded lace. is sleek t and are also has a stunning open back with lace detailing and sweeping train.

Do you have a favourite gown om the new collection?

My favourite gown really differs, depending on the lady wearing it, but if I had to choose, it would be either the Celeste, Demi or Charlotte dresses, because each one has its own ‘wow’ effect.

How much on average will a girl spend on her prom dress and has this changed over the past few years?
Our customers spent – on average – between £220-£400 on our prom gowns this summer. Our last prom season’s best seller was the Celine gown, priced at £240, and we hope that next year her sister gown Celeste will be just as popular. The average expenditure on a prom dress has not fluctuated too much during these two years. We hope we can introduce more affordable, trend-led prom collections in the future.

In what ways can a bridal retailer benefit from diversifying into prom wear?
By bringing prom wear into a bridal shop, retailers can upsell into bridesmaids’ dresses.

Prom wear has been widely used for significant parties, formal events and even to weddings. So, having a prom collection opens your target customer group and gives the retailer an great opportunity to build up earlier close relationships with a young female generation, who in the future may return to your shop as a bridesmaid or bride – a loyal customer for occasional wear.

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