We asked designer Shoshanna Lonstein Gruss to take a minute to answer a few of our questions about her inspirations and give some advice to brides about choosing dresses for their bridesmaids.
Tell us about your design inspirations and philosophy.
I started my line out of my frustration with fashion. I felt there were no beautiful, elegant, youthful and flattering clothes that suited my body type. I knew there were a lot of women who felt the same.
I wanted my collection to be inclusive, something special that women would feel good in–no matter what the occasion was. I thought that I had a good point of view and something to say, and I still feel that way.
Who is the lady you design for?
The brand has grown as I have grown and has evolved as my life has changed. I was a young girl focused on designing cute, wearable, fun clothing to go out in, and as I’ve become a mom, a wife and a businesswoman, I have more needs in my life, and the product line and the customer base have grown.
So it has evolved from a young girl, to a working woman, to a mom, and to a woman in her 40s or 50s who is in good shape and needs dresses and swimsuits that are appropriate and make her feel good.
I focus on being celebratory of women and their bodies and making clothing that looks beautiful, celebrates the shape, and is appropriate for all.
What is your favorite dress trend for fall?
I am not necessarily a “trend” believer, but my favorite dress for fall is a fitted bodice with a full skirt. Variations of this shape include different fabrics, embellishment at the neckline, embroidery, sleeveless, three-quarter sleeves…the possibilities are endless.
Do you have any tips for a bride trying to choose dresses for her bridesmaids?
Think about how your choices will flatter the shapes and coloring of your bridesmaids. Options for bridal parties are so vast that there should be a nice compromise between what you want your party to wear and what they want to wear.
When designing, I take all shapes and sizes into consideration, so bridal parties have more than one option to choose from.
Check out our Shoshanna dresses available online—perfectly pretty for any bridesmaid!