Bridal Efforts Shed Understated Look

Brandweek, Dec 11, 2000 by Sandra Dolbow

Three bridal gown makers-- Reem Acra, Badgley Mischka and Carolina Herrera-- are rolling campaigns in January titles that bring designer style points to the once staid world of white-on-white messages.

In an unusual step, Moses Media, a N.Y. marketing and creative firm, is handling all three clients. Creative director Deborah Moses, known for fashion-inspired ads for friend Vera Wang's wedding collection, has won praise from retailers for shaking up the category. "Bridal has always been a stepchild in fashion," she said.

Instead of relatively static pictures of pretty blonde women in demure bridal gowns, the new spots offer over-the-top fantasies, where exotic women wear big hats, Indian shawls, bold jewelry and come-hither looks. "With Wang, Mischka and Herrera, I try to take the same attitude and influences as their core ready-to-wear business, so it carries through on different levels," Moses said.

Print for Reem Acra features identical Bulgarian twins, one in a stunning gown, the other dressed as a groom in top hat and tails or military uniform, a "narcissistic fantasy that blends a poetic strength with a naive sensuality," said Moses. Ruven Afanador, a Moses favorite, shot them in black and white. Images were printed in color for a tonal-look that is rich and distinctive.

Badgley Mischka's campaign, inspired by a Dutchess of Devonshire fantasy, portrays a bride beneath a huge pompadour with leaves, feathers against a soft, gold background. "A feeling of 1930s romance filters through the clothing," Moses said. Caroline Herrera's spring bridal line has a 1950s influence that inspired the black and white ads with a glamorous, sophisticated feeling.

The three brands will run about 45 pages per campaign in January issues of Martha Stewart Weddings, InStyle Weddings, among other bridal titles and February Town & Country. Total buy is under $1.5 million, which still packs a punch since pages cost considerably less than fashion magazines.