I was really interested to read a couple of weeks ago that Jenny Packham wouldn’t be launching her bridal collections via catwalk shows. Her decision makes so much sense to me: for years I’ve seen – and mostly rejected – bridal designers’ submissions where all I see is dress after dress photographed under harsh lighting, against a dull background, surrounded by the ankles and handbags of boutique owners and stockists (sat either side of the catwalk, but still in shot). It was all very meh, (even in the days when meh was a new word!).
So to hear that one of our favourite international designers is stepping away from this kind of imagery and launching a campaign with a digital focus is wonderful news. It supports the wedding blog world; Jenny is looking to share beautiful imagery of her 2018 bridal collection online. And the photos are beautiful – they do her designs justice by showcasing the dresses against an elegant backdrop, hinting at a stately home or glamorous hotel where real brides are more likely to wear these beautiful creations in real life.