A diffusion line [also known in the ready-to-wear world as a bridge line] is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails for a lower price. These lines are separate from the fashion house’s ‘signature line,’ that typically retails at a much higher price.
Diffusion lines have existed in fashion for decades as a way to make luxury brands more accessible, and they became especially popular during the economic downturn of 2008 as consumers increasingly sought attainable luxury. While some brands choose not to create diffusion lines, many high-end designers have taken to this strategy to widen their customer base. For brides, diffusion lines can be an exciting way to experience the look and feel of a luxury designer while staying within budget, often without compromising on style. A few examples of diffusion lines at La Jeune Mariee are Veronica Di Santo, Monique Lhuillier Bliss, and Alyne [diffusion line of Rivini].
Diffusion lines often feature the same design aesthetic and creative direction as a designer’s main collection, but may use different fabrics, construction techniques, or production processes that allow the gowns to be offered at a more accessible price point.
Now you may be wondering — if I say yes to a gown from a diffusion line, does that mean that I’m not technically wearing the designer? And the answer is no! Let everyone know you’re wearing the designer of your dreams [because, well, you are!]. Because diffusion lines are created under the direction, aesthetic vision, and name of the original designer, you’re still wearing an authentic gown from that designer’s brand. The collection may be offered at a different price point, but it’s still part of the designer’s portfolio.
Whether you’re drawn to a designer’s couture collection or their diffusion line, the most important thing is finding a gown that makes you feel confident, bridal, and completely yourself. Understanding the difference between the two simply helps you shop with confidence.
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