Even at the couture end of fashion, we want value for money. Buying a designer dress is an investment and the natural desire to justify the expense has created a demand for multi-purpose pieces that can be worn more than once.
This is an added dimension to challenge my creativity as it requires me to think like a stylist, not just a couturier. Though I’m best known for creating killer outfits for that one-off occasion, I’m also constantly thinking about how my designs (or elements of them) can be jazzed up or toned down to suit a different occasion.
Clients love the idea of detachable elements – a jacket, belt or hat – that can completely transform a look and make a dress wearable in a different way. Women want the WOW factor for their big day, but when the dress is something they look and feel incredible in, it’s a crime not to wear it again.
One of my favourite pieces in ‘Le Jardin’, my latest bridal collection, has a traditional full skirt with a belt and box pleats. It is a classically romantic dress with delicate petals on – perfect for a formal wedding.
What you can’t tell by looking at this particular gown, is that the skirt comes off to reveal a sexy, fishtail evening dress. What better way for a bride to make an entrance at an evening reception? It’s a real showstopper; such a dramatic contrast and so unexpected. Two dresses in one is definitely what you call value for money!
My aim with each new collection is to cater for all different personalities and body shapes. ‘Le Jardin’ has something for everyone; full length and shorter style dresses, big dramatic numbers vs. plain and understated. The designs need to reflect my signature styling and at the same time offer something different, new and exciting. I try to keep pushing forward the boundaries without losing the sense of me and what I do best.
The need to be multi-functional extends to accessories and influences what we choose to stock at my flagship London store, The Blewcoat. The jewellery, shoes and bags by other designers are carefully selected to perfectly complement my dresses, but they also have to be beautiful in their own right to make them a good buy and likely to be worn again and again.
A boutique owner who sells my occasion wear told me recently that sometimes women question how they can possibly justify buying an Ian Stuart dress for themselves. Her standard response is: “Put it on and you will have the answer”.
I love that one of my dresses can boost a woman’s confidence to such an extent that they have to have it. It’s an investment that can’t be quantified in monetary terms but is worth every penny.
Enjoy feeling fabulous,