Amsale could not host a presentation this season due to the coronavirus pandemic. In these extenuating circumstances, Vogue Runway has made an exception to its policy and is writing about this collection via photos and remote interviews.
The bridal market may be better suited to the concept of virtual shows than any other. After all, how many wedding day fantasies begin with a photo saved to a Pinterest board or Instagram folder? The experience of buying a dress has been documented for years on reality programming and YouTube clips, to the point where many people enter stores with a “seen it all” outlook that colors their choices.
As AMSALE’s design director, Margo Lafontaine understands the impact of our digital engagement with bridalwear, so when it came time to present her collections online, she was prepared. Earlier this year, the brand debuted a virtual try-on feature for clients complete with the option to upload their selfies. The spring lookbook, comprised of user-generated content created by couples like Broadway-star Laura Osnes and her husband, the photographer Nathan Johnson, also felt of the moment.
The focus on new media did little to diminish the brand’s classicism, however. In the two years since founder Amsale Aberra’s passing Lafontaine has stayed true to her minimal, refined look, and spring continued that tradition. The absence of the couture segment—in the name of safety for its employees Amsale halted production last month before the completion of some of the more ornate looks—resulted in a stark feel with gowns differentiated by a single statement detail. Crisscrossing back straps, flared skirts, and asymmetrical necklines added touches of individuality, but the traditional silhouettes felt like variations on a theme. The similitude makes sense given that brides can mix and match elements to customize their dresses online.
The choose your own adventure approach is novel, but the collection’s real fun came via its singular pieces. A pale shirtdress ideal for minimalists and a retro strapless dress with transparent lace overlay both charted fresh territory, as did a compelling long-sleeved satin number that didn’t need a single embellishment to stand out.
