Bringing out a new collection is such a lengthy process that it seems like an age since I actually designed this season’s bridalwear. It’s wonderful to see Folie Frocks finally available at Ian Stuart stockists nationwide – and of course at our very own Blewcoat store.
There is no theme as such. We just made a conscious decision that this collection would only include pieces that carry my signature styling and scream Ian Stuart loud and clear!
They are structured, high fashion gowns that create a dramatic silhouette – a strong contrast to my last bridal collection, Le Jardin, which is more dreamy and romantic.
I’m always asked what the inspiration was for any given collection and on this occasion I can honestly say it was the real brides that I meet at The Blewcoat. I love chatting to them face-to-face to understand what they dream of for their big day and it was such an honour to be recognised for Best In-Store Design at this year’s bridal Bridal Buyer Awards.
The current trend is for ethereal, boho-style wedding dresses so I like the idea that Folie Frocks is a sassier, more glamourous option for brides who want an alternative to the vintage look. This new collection offers a wonderful palate of colour options, luxurious fabrics and as always, the potential for each gown to be customised to the individual.
Folie Frocks has options for brides that are marrying in a cathedral, on a beach, in a town hall or at a woodland festival. I have to bear in mind that we have brides who are in the 60s getting married for the first time. Not everyone wants a Cinderella ball gown which is why diversity is so crucial.
When we first released images from the Folie Frocks photoshoot, the reaction was amazing (particularly to the more dramatic dresses like Flamingo Flair, which is the one covered in feathers!) It means we can all breathe a sigh of relief after months of hard graft. I sincerely hope that the reaction to Licence to Frill, my lastest Occasion Wear collection, is just as encouraging.
I hope you enjoy the Folie Frocks gowns, whether or not you are getting married!
Alex and Toby’s wedding photographs caught our attention because the style of Alex’s bridal gown was so perfectly suited to the venue. The dress is unmistakably Ian Stuart, so we wanted to know more about how and why it made such a statement on the day. Alex generously agreed to tell us more…..
Set amid 250 acres, Buxted Park is a beautiful Palladian country house in East Sussex (think grand staircases, high ceilings, wide terraces and Venetian-style columns). The building dates from 1722 and is undeniably grand. Having driven past it by chance, Alex knew that the style and location would work perfectly for the wedding.
But she also knew that her dress could easily be overshadowed by such an imposing setting. “The current trend is for boho or slinky, ethereal dresses and I just knew that wasn’t going to work for my figure, or for the venue,” says Alex.
She was honest enough to admit that, despite being massively excited about the idea of marrying Toby, she had gained weight since meeting him and was therefore not thrilled about the idea of trying on wedding dresses, or being the centre of attention on the day.
Women are supposed to have this magical experience of shopping for THE dress and yet the reality is often very different because there is such enormous pressure to look their absolute best on their wedding day. Alex looks every inch the radiant bride in the photographs, so it was a surprise to hear that she found the whole thing quite daunting – until of course, she found the perfect dress.
Alex recruited her mother and two close friends to go shopping with; one of whom was to be her Maid of Honour, the other a close male friend (who just happens to be a wedding planner – more about that later).
Although she didn’t set out to buy Ian Stuart, Alex does recall that in her younger days, her and her friends would look at his website and daydream about their future weddings! Alex says she has always been drawn to Ian’s flamboyant, theatrical elements, his attention to detail and the quality of the fabric with its sparkly embellishments.
Alex worked as cabin crew for 12 years and despite those early aspirations for a dream wedding, it wasn’t until she changed career that she met the dream husband. On her first day working for a new homes developer, she ran into site manager Toby who had a “cheeky twinkle in his eye” that attracted her immediately. Although it took him a few months to ask her out for dinner, they were engaged within the year.
Dress shopping was in Tunbridge Wells, with appointments at Pantiles Bride and its sister store, Go Bridal. Conscious of her body shape (she is quite large busted), Alex was nervous about being on show, even in front of such close confidants.
“I wanted a dress that would make me stand out amongst all the grandeur. Some were beautiful but reminded me too much of a 1920s theme, others just looked ridiculous because I am quite top heavy,” Alex explains.
Her doubts were cast aside when Go Bridal stylist Laura suggested she try Ian Stuart’s ‘Frederique’. Everyone instantly knew it was the one and Alex recalls there being an audible gasp when she walked out of the changing room. “You just know when it’s right. I didn’t want to take it off. I loved the metallic feel to the fabric and how it embraced my curves,” she says.
Wedding planner Aidan Flynn was on hand to advise on all aspects of the wedding. He recalls that Alex tried on lots of lovely gowns, but it was only when the Ian Stuart came out that the ‘wow’ factor entered the room. “I could see from Alex’s gleaming smile that it gave her confidence. I loved it too; full of glamour, detail and such an unusual cut,” he remembers.
Glamour became the theme for the wedding and to avoid it being too twee, Aidan came up with the concept of ‘modern glamour’, inspired by the silver tones of the lace. “This fabulous dress opened up so many options for me to style the day and to maximise the décor, confident in the knowledge that Alex would still stand out and take her guests’ breath away,” Aidan says.
When Toby finally got to see his bride at the altar on a particularly hot day back in May, he immediately commented on how much he loved her dress. And that’s all that matters.
Images by @mystyledshoot