So, how are we all finding this week so far? Have you ticked anything off the wedding planning super list or have you got lovely things to look forward to, as we get closer to the weekend? If you’re still searching for your wedding gown or fantastic dresses for your bridesmaids, then I have a feeling that this feature might well be the one for you. Today, I have a huge pleasure of introducing you to Joanna August, an amazingly talented designer from California who designs and creates stunning ‘wear again’ gowns for brides and maids.
Joanna is a self-confessed lover of fashion and has always wanted to start her own clothing line but it was her own wedding, back in August 2008, that finally inspired her to stop dreaming and start designing when it became clear to her that her bridesmaids needed her…
“I couldn’t bring myself to send my best friends down the aisle in dresses whose beauty ran a distant second to that of the table settings!” says Joanna. “I also couldn’t stand the thought of us spending money on things they’d never be able to wear again. So, I set out to defy the conventions of the typical bridesmaid dress and create designs for my friends that I would love to wear, not only as a member of a bridal party but to any occasion.”
From that beginning, Joanna has seen her business grow and grow and from her new loft headquarters in Los Angeles’ fashion district, she now produces two collections, the Joanna August Collection and Ceremony By Joanna August, both of which focus on fashion forward bridesmaid dresses and simple, fuss-free, ethereal wedding dresses.
I just love Joanna’s designs, particularly her signature wrap dresses – the chiffons and laces are heavenly and each gown comes with details designed to make you smile. Sheer backs or sleeves, partially lined long skirts, skirt slits, wrap closures, ruffles and cap sleeves can all be seen in the collections and there is absolutely no doubt in my mind that you would be able to wear these delightful gowns time and time again. There are also dresses designed with curvy, busty and pregnant bridesmaids in mind, which are simply all kinds of brilliant.
“The overall vibe is that of simplicity so that the woman beneath the dress can stand out in her own right,” explains Joanna. “I like to use a lot of fabric in the skirts of my long dresses so they feel substantial to wear and are perfect for dramatic entrances and spins on the dance floor. I primarily use chiffon and lace because I love the lightness of these fabrics and the motion you can achieve.”
Joanna finds inspiration all around her and lists her style icons as Stevie Nicks and Rita Hayworth whilst taking cues from 1930s Hollywood glamour and the bohemian fashions of the 1970s. She also keeps a continual eye on the fashion bloggers, checking out outfits from LA, NY, London, Paris and Milan for ideas.
“I truly, deeply love clothes and fashion and feel exhilarated to be immersed in that world as my profession,” says Joanna. “I love working with bridal clients and getting to be a part of what is such a special time in their lives. I love coming to work and laughing with the women who make up the Joanna August team. I really love everything about what I do!”
Joanna August is based in LA and can ship gowns anywhere in the world. The full collections can be viewed online and you can also request colour swatches from both the Ceremony collection and Joanna August signature collection here too. Joanna sets out to design gowns that are aspirational and also attainable so all chiffon dresses retail for less than $300.
If you’d like more information on the collections then the Joanna August website is definitely the place to go. You can also stay connected with Joanna and the team on Facebook, Instagram, Twitter and Pinterest.
Love Tamryn x
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Tamryn Settle View all Tamryn's articles
Self-confessed wedding addict Tamryn spends her days in her Berkshire studio writing about all things beautiful and romantic with her black Labrador for company.
