On April 14th, 2020 at 1:00 pm EST, Love Stories TV and Morilee Madeline Gardner hosted an online Bridal Runway Watch Party featuring Morilee Madeline Gardner’s Pre-Spring 2021 bridal collection.
Madeline Gardner, Designer and Creative Director of Morilee Madeline Gardner, Rachel Jo Silver, Founder and CEO of Love Stories TV, and Juliette Dallas-Feeney, Head of Brand Partnerships at Love Stories TV, revealed the Morilee Madeline Gardner Pre-Spring 2021 collection through a video experience that took viewers down the runway before opening up to live audience-generated Q&A.
Thousands of brides-to-be and bridal salons from all over the world tuned in for the 90-minute show, bringing the runway into the homes of brides, partners and all those who are missing the IRL tradition of New York Bridal Fashion Week.
“This collection speaks the language of love! Featuring chic and modern silhouettes accented by delicate laces and soft nets, combining both classic and forward-thinking elements of bridal. A collection where my designs seamlessly combine style with the ease and comfort of an amazing fit. From fresh takes on A-line and ball gown silhouettes to fierce contoured mermaids, elaborate details like dimensional beading, floral and geometric laces and intricate embroidery create rich, expressive textures. A collection of gowns made for the true romantic!” says Morilee Creative Director, Madeline Gardner.
Engaged couples planning their wedding have all been impacted by COVID-19, whether they’ve had to reschedule their spring 2020 wedding or whether their 2021 wedding planning has become more difficult due to shelter-in-place orders. Love Stories TV is committed to supporting its community by taking experiences typically held offline and reimagining them as digital events.
“For most brides, buying their wedding dress is a moment they have dreamed about their entire life and it’s a highlight of their wedding planning experience. We’re heartbroken for all of the couples who are having to make tough calls about if or when to host their wedding and all of the planning complications that accompany that decision, including dress shopping. We also sympathize with all of the dress designers and bridal salons whose businesses are being impacted by this health crisis. That’s why we’re so excited to be teaming up with Morilee to provide this unique experience to our community of soonlyweds. Not only are they getting access to a bridal collection launch, an event typically reserved for buyers and editors, but they’ll get to ask questions directly to Madeline—something they would not get to do under a typical dress shopping experience,” says Love Stories TV CEO and founder, Rachel Jo Silver.
Due to the custom nature of bridal gowns, wedding dress purchases are still made largely in store. Shopping for a bridal gown is a unique, once-in-a-lifetime experience that brides look forward to sharing with their friends and family. Local bridal salons have had to close their doors due to the health crisis, so Love Stories TV and Morilee are dedicated to supporting these key partners who are a pivotal part of the wedding ecosystem. During the digital runway show, brides were prompted to share which styles they’re most interested in. Love Stories TV will share this information with local bridal salons to help inform their purchases and to connect brides with retailers in their area who carry Morilee so they can shop the gowns they’re excited about when stores reopen.
I’m thrilled to be teaming up with Love Stories TV for this exclusive launch. Their expertise in video marketing and deep relationship with their fast-growing community will allow us to preview our collection to brides in a way we’ve never done before. I am so excited to have this opportunity to share my newest designs with our brides-to-be and all of the beauty and love that went into curating this collection. It’s so important for me that they know my commitment to them, together with my amazing retailer partners, is to make their wedding day dreams come true” says Gardner.
The near term shift from offline to online events is creating new opportunities for brands to creatively emerge in new and different spaces across the industry. The Bridal Runway Watch Party is one of many initiatives that Love Stories TV is offering to their audience. Other digital events, which have each garnered hundreds of registrations and attendees, include online Social Media Marketing courses for wedding pros, as well as Wedding Planning Workshops for soonlyweds. For Love Stories TV, these online events are a way of continuing to provide the inspiration and resources synonymous with the brand, even during these uncertain times.
In addition to browsing Love Stories TV’s massive library of real wedding videos to find products, services, and ideas for their weddings, couples whose weddings or wedding planning have been impacted by COVID-19 can email firstname.lastname@example.org for help with personalized vendor and venue recommendations. Bridal salons looking to leverage real wedding videos that feature their brides to attract new customers can get in touch with Love Stories TV at email@example.com.
Attended the online event and want more information about the dresses you saw coming down the runway? Tell us more about your wedding or bridal salon and we’ll get you all of the relevant details.