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What is a Bridal Diffusion Line?

by LJM in

Bridal diffusion line

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 came about as a way to make luxury fashion more accessible, and gained popularity during the economic downturn of 2008. While some brands choose not to create diffusion lines, many high-end designers have taken to this strategy to widen their customer base. A few examples of diffusion lines at La Jeune Mariee are Ines by Ines Di Santo, Monique Lhuillier Bliss, Alyne [diffusion line of Rivini], and Mikaella [diffusion line of Paloma Blanca].

Another example is Vera Wang’s diffusion line, Vera Wang Bride. While Vera still designs for her main Vera Wang Couture collection, she has licensed her name + designs to Pronovias, another well-known bridal designer, for them to manufacture a diffusion line for the Vera Wang brand!

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!].

Ready to say YES to your own dream gown? Tap the button below to view appointment availability + secure your bridal appointment!

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