Luxury online retailer The Outnet recently launched a unique collaborative collection with British designer Jenny Packham. Founded in 1988, the UK-based label launched a bridal line in 2004, and quickly became a label of choice for many on their special day. With her signature vintage aesthetic, Packham has now designed a special collection exclusively for The Outnet.
While it might seem counterintuitive to launch an online-exclusive bridal collection, it’s essential to recognize the buying behaviors of the increasingly digital-oriented consumer. When asked about how the Jenny Packham x The Outnet collaboration came to be, the designer told Savoir Flair, “Working in fashion means we have to adapt quickly. It would be a mistake to hang on to old ways at this point. Fashion is one of the most visible ways to view how the world is changing. During the last year our confidence in online shopping and styling ourselves virtually has evolved, out of necessity. It is now seen as a luxury experience, so it felt right to extend our online offer into Bridalwear.”
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The Jenny Packham x The Outnet bridal collection – which is inspired by nature – encompasses 13 different styles in a mix of contemporary and elegant classic silhouettes. “Brides are changing the way they shop and now, more than ever, the need to live in the moment has never felt more desirable. This collaboration includes some of our most contemporary styles for the fashion-forward bride to shop at their fingertips,” Packham explains.
The stunning Jenny Packham x The Outnet collection is designed using rich fabrics, including exquisite pleated tulle, delicate lace, intricate bead, and feather trims. “The collection is elegant, contemporary, and offers dresses for all types of weddings – city, country, and even for the very glamourous brides,” she further adds. The bridal collection features a mix of maxi, midi, and mini shapes. Each dress in the collection is named after a wildflower, including the ‘Lotus’, ‘Magnolia’, ‘Tulip’, ‘Wild Orchid’, and ‘Jasmine’.