New Stockist Announcement: Prea James x The Fall Bride
We are so thrilled to announce our new London stockist, The Fall Bride.
Founded in late 2019, The Fall Bride was created for brides looking for a relaxed and elevated alternative to the traditional gown shopping experience.
We recently sat down with the boutique owner, Annelise, who gives us a bit of insight into her inspiration behind the name, gorgeous new store design by Studio Jey and some top tips for gown shopping.
When did you first open The Fall and what does your brand name mean?
I opened The Fall in January 2020 (!), six weeks before we had to lock down for the pandemic. We managed to ride it out and, for such a new business, I think that is really a testament to brides in the U.K. needing somewhere more contemporary to shop.
When I was coming up with the idea for the name, I wanted something that was a bit ambiguous, a conversation starter. A lot of more traditional wedding and bridal language evokes imagery of the colours pink, rose gold, and butterflies. Our bride isn't a girly-girl, so I knew that wouldn't resonate with her.
“The Fall" is the moment you realise you've fallen in love with someone, that "oh shit, maybe I will actually get married" moment - when previously you never thought you would.
What was life like before you opened The Fall? Did you previously work in Fashion or the bridal industry, or was this a completely new adventure for you?
I worked in the London fashion industry for a decade, first in wholesale and then in digital marketing. At my last job, before I left the industry, two of my colleagues and desk neighbours were engaged. Obviously, all we cared about was the dress. While they were researching for stores to visit, I realised there was absolutely nothing for someone with my style to wear.
That first inkling of an idea was in 2017 so I developed and researched over the next 2 years before launching the business.
Your new store design is absolutely incredible. Can you tell us a little about the process and coming up with the concept?
Thank you! I feel like we have finally realised the full vision for The Fall. From the beginning, the interior/spatial design and customer experience have been a collaboration with Jess Murphy and Josephine De Guzman of Studio Jey.
They designed our original showroom in Hackney Wick so, with both consideration for repurposing materials and furniture as well as ensuring returning customers felt like it was a natural progression of their journey with us, we really wanted to make this a "2.0" upgrade.
Like most buildings in London, the floorplan is not a standard shape, and they had to work around the fixed items such as where the kitchen and bathrooms were located.
The material and colour palette for The Fall has always been very neutral - we want customers to feel very calm in our space, and we don't want any decor to be distracting. The customers should be the main focus while they are in the gowns. With this in mind, the palette is focused on textures over colours - concrete, brushed steel, textured Clayworks plaster, and the "fizzy" look of the bubbled glass.
Who is The Fall bride?
She doesn't relate to the traditional bridal offering and is looking for something relaxed and comfortable - both by outfit and shopping experience! Most of our customers come in and say "I don't want to look like a bride" - this is bridal for the anti-bride.
What is your number one shopping tip for brides wanting to visit The Fall for an appointment?
My number one tip is to stay true to yourself and your style - it's easy to take on board everyone else's opinions, but even if they know you well they may not realise they are applying their own taste. You have to FEEL great in it. At the end of the day it will be you wearing it
Book in for an appointment at The Fall Bride via the link below, and for queries, please reach out to hello@thefallbride.com