More pinning to come. Following massive social media success, Australian bridal brand Grace Loves Lace is now further expanding its offerings to become even more accessible—and affordable to the masses. Grace Loves Lace—best known as the name behind the most-pinned wedding dress on Pinterest—just dropped a new capsule collection this week with all 10 gowns priced at under $1250.
The one-off collection, named “Les Deux,” features a mix of five gowns and five two-piece sets that are perfect for the Grace Loves Lace bride. “She’s a woman of style, substance, passion,” founder and designer Megan Ziems tells The Knot of the Grace Loves Lace bride. “She’s intriguing, intelligent, worldly, she appreciates and can recognize luxury, and she has an air of adventure about her—she’s authentic which in this day and age is hard to come by.”
Ziems elaborates upon the authenticity element especially when it comes to bridal wear. “She [shuns] the traditional wedding ‘uniform’ and she’s a complete natural beauty with a whole lot of soul,” she adds. “We are proud to represent this woman in all different shapes, sizes, cultures; the GLL women are definitely drawn to each other, there’s a strong connection.”
For the designer, the inspiration behind the line started with the effortless style of French women. “Ultimately, everything I do is inspired by the woman that so fiercely represents GLL,” she muses. “The French are known for their… ’just woke up like this’ style which definitely led the way with these pieces. You can literally tousle your hair, put some lip and cheek tint on, slip one of the dresses on—they’re all stretchy and utterly comfortably effortless—and you’re good to go. GLL was the first to break that mold of what was ‘bridal’ in 2010.”
The designer says she wanted to include quality and luxury into the Les Deux line, but all maintained at a competitive price point. The gowns are available exclusively through the website or showrooms with prices ranging from $540 to $1250.
“We have always offered designs at a really affordable price point for luxury handmade bridal comparative to the rest of the industry,” says Ziems. “It was one of the reasons I started GLL. Offering a luxury product at an accessible price point is what we do best.”
The popularity of the “Hollie” gown—the most pinned dress on the social platform—has benefited Grace Loves Lace as a whole, the creative director of the brand concludes. “The business in general is growing so much every year,” Ziems reflects. “Since news about the Hollie spread, we launched our Elixir collection which is a showcase of my favorite GLL gowns. We also opened showrooms in LA and London all within the same twelve months. The brand has developed such a cult following and social media—including Pinterest—is a big part of that.”