Launched in 1988, the Jenny Packham brand and their unique signature style helped to revolutionize the bridal industry, providing it with a much more contemporary perspective. Now, in addition to bridalwear, Jenny Packham also creates ready-to-wear, resort, accessories and lingerie collections, with flagship stores in all of the major fashion capitals of the world. From Angelina Jolie to Kate Hudson to Dita Von Teese to The Duchess of Cambridge, Jenny Packham’s designs have been worn and loved by some of the most talented and influential women of this generation.
Caters to the Everyday Woman
London’s fashion scene is known for its eccentricity and quirkiness, but by staying away from experimental looks, Jenny Packham managed to carve out quite the unique niche for the brand. Packham’s signature floor-length gowns, that each cut a simple yet flattering silhouette, are aimed at the everyday woman. While critics may say that Packham’s designs are ‘safe’, their elegance makes them appropriate for many different occasions, while Packham’s signature detailing, from the cascading beadwork to the intricate embroidery, gives them an edge to stand out from the crowd.
Jenny Packham’s wedding dresses bring in half of the brand’s overall revenue, making them a significant part of the business. Packham discovered that unlike evening wear, occasion and bridalwear were able to hold strong against the recession, leading Packham to form partnerships with bridal companies all over the world, from the US to South Korea to Japan. When it comes to celebrity weddings, Packham has designed quite a few dresses, coming up with brilliant bridal creations for everyone from Liz Hurley to Fearne Cotton to Kim Sears. However, in order to remain accessible to her customers, Packham has recently launched a mini collection featuring nine floor-length gowns that are more affordable thanks to cheaper fabrics. With flowing silhouettes contrasting against contemporary structured shapes, these gowns are going to be extremely sought after for weddings this year.
Jenny Packham’s Tips on Choosing a Gown
There are usually many different factors running through a woman’s mind when she is choosing a gown, which is why Packham has come up with a few top tips to help in this situation. Firstly, Packham advises that women keep it simple and try not to stress about the dress too much, as this will add unnecessary pressure. When it comes to choosing a silhouette, pick the era that flatters your body shape the most, such as the Art Deco styles of the 20’s, as this will really help to narrow down your options. Finally, Packham advises that women make an effort to live in the moment. All too often, she comes across customers that want a dress that will still be in style in ten years time. However, this is near to impossible, so rather than trying to contemplate what you may want to be wearing in a decade, live in the moment and choose what works best for you right now.
Packham’s latest collections celebrate style and energy, and, of course, have plenty of Packham’s signature glamor. Jenny Packham’s collections are available all over the world, from Packham’s own flagship stores to other well-known department stores, and can also be easily purchased online.