All your wedding dress myths answered
‘Myth has been around for seven years now, and as we went along, I encountered a lot of customers who would buy off-white formal dresses from Myth and use them as their wedding gowns,’ says Ruby Gan. Hence the new bridal collection Love, Myth.
MANILA, Philippines - When it comes to the most important moment in every lady’s life, picking that perfect dress is crucial. From the proper choice of lace and tulle to the placement of beadwork and other flourishes, to even choosing the right label — far too many women fuss over the dress more than the day itself.
Ruby Gan, the retail maven behind local fashion brand Myth at Greenbelt 5, recently unveiled a prêt-a-porter collection that is the closest to her heart yet.
“It’s been a long time since I was last a bride, but I’ve seen how the trends have changed over the years,” explained Gan about her newest offering, Love, Myth. “We have been wanting to do a bridal collection for the longest time. Myth has been around for seven years now, and as we went along, I encountered a lot of customers who would buy off-white formal dresses from Myth and use them as their wedding gowns.”
For a store decked with designer ready-to-wear by such bankable names as Randy Ortiz, Joey Samson, and Ivar Aseron, as well as rising industry stars like Vania Romoff, Chris Diaz, and Martin Bautista, Myth provided what was indeed the closest and most convenient thing to a couture piece, at easier price points. And, for romantic Filipinos, a bridal collection was the natural progression.
“It’s for the modern bride who values her time, her money, and, of course, herself, because she will have more time to devote to things other than the gown,” Gan says. “Traditionally, it takes six months to a year to discuss wedding gowns with a designer, go back and forth for fittings, and sometimes it doesn’t come out the way they want it. We are freeing her of this worry to focus on things more important to her.”
Thus Love, Myth will go down in history as the first bridal salon in the country that will offer the same designer-quality garments off the rack and for a fraction of the price. By doing this, the brand will bust a few wedding dress fallacies and old wives’ tales.
Myth #1: A wedding dress should always be white.
This tradition was started in 1840, when Queen Victoria of England wedded Albert. Prior to this, traditional wedding dresses were silver or red, symbolic of love and passion, as well as abundance and conviviality. It was the puritans of the era that spearheaded the trend still observed today.
Well, not entirely. “It’s the twist that I’m after. It doesn’t have to be the traditional ecru, or the beige, or the white. It can be different, and it should be tailored to the bride,” explained Gan about a slim-fitting, sparkly mocha ensemble designed by Chris Diaz.
“Chris has always had that romantic flair. If you notice, his gowns are so sweet, so light. Despite its uncommon color scheme, it still proves desirable for any bride,” Gan said about this startup piece.
Myth #2: A bride should have a year to search for that perfect dress.
“It takes a year for brides to prepare for their weddings,” Gan observes. “But choosing dresses is such a hassle. Sometimes, there’s even that fear of not getting what you actually want or envision.”
No fear of that with Love, Myth, or having to join a waitlist for some desirable designer. “Sometimes seeing a dress up close, feeling and fitting it for yourself is better than looking at sketches and fabric swatches,” noted Gan.
In the well-stocked racks of Love, Myth, you can find more modern, shapely silhouettes by Martin Bautista, punctuated with a gorgeous, flattering peplum. But for those who want the fairy tale, there are also traditional selections that can be altered to your measurements.
“The designers were saying, ‘Let’s start with medium,’ but they all give ample allowances so it’s easy for them to take in or release to adjust accordingly,” said Gan, explaining that store alteration usually takes up to two weeks. “But if the bride needs a bigger size, easily the designers can accommodate making them, as long as the fabric is available and there are no changes in the design.”
She explained that Love, Myth is far from mass market, though. They maintain very few pieces of each gown, because, at the end of the day, they know the bride still wants to feel special. “So they should expect the quality, style, and standard that that are very close to our designers’ own studios.”
Myth #3: That dream wedding gown is all in the details.
Sometimes, when brides-to-be go to a designer starry-eyed about their wedding-gown visions, their character and comfort get lost in the details and they end up with a frothy, piled-on showcase of sequin, chiffon, and hand-embroidered flowerettes that weighs a ton and hides the bride’s natural beauty.
“Bridal gowns are all the same,” declared Gan. “It’s just how you carry it. The color combinations may vary, the material, or the embellishments, but a wedding gown is still a wedding gown. So when coming across a few off-the-rack options, the power should be in the picking, where the wearer’s personality and style, above all, dictates.
“Right now, people are so detail-savvy and knowledgeable, since we’re so exposed to the little things that matter. So, know your body type, as it should always be the perfect fit. It can’t be fixed by a pin or a belt. The material is also very important, because that can make or break it. The design could be beautiful, but if the material is cheap, then the magic will be lost. If it’s too shiny or heavy, it doesn’t look right. I’d rather have it plain, no beadwork, but with an excellent fit. That would be the perfect gown.”
This is best exemplified by Vania Romoff’s needle lace creation formed into a lush ball gown. Pared down in embellishments, the fabric and shape are the attention-grabbers.
Myth #4: A perfect wedding dress costs an arm and a leg.
Perhaps this is closer to truth than myth, since no exceptional garb comes cheap. But when you deduct all the tedious time and effort of shopping for a designer, consulting, and fitting, then buying off the rack proves more practical in the end.
“We’re not cheap,” admitted Gan. “Our average price would be about P100,000. But, I guess, that is very reasonable compared to made-to-order.” She added, “With this, they should expect the same quality and attention to detail that these designers put in when making them from their stores.”
Expect at least two designs from each of Love, Myth’s participating designers. “We don’t want to ground our consumers with so many choices, because it’s crippling. So we just narrow it down, but really strive to provide a good selection.”
Myth #5: The ultimate wedding dress should only be made to measure.
World-renowned wedding designers like Vera Wang and Monique Lhuillier have long disproved this. Their ready-to-wear segments greatly overshadow their bridal couture lines in terms of sales and revenue. “Perhaps it’s because we live in a time when everything is so fast-paced, that we want results quick,” observed Gan. “We just can’t sit around anymore and wait.”
While off-the-rack wedding gowns may be relatively new in the country, with collections that embody the same penchant for luxurious fabrics, elegant cuts, sophisticated silhouettes, and designer details, Gan is confident that Love, Myth could spark a bridal retail revolution.
“I know there is a market, and we have a very good chance of surviving this,” she says. “Filipinos are very ready for this. We make it a lot easier for the bride to just relax, and spend more for their honeymoons, or their future homes, instead of spending too much for their gowns. But we make them feel just as special.”
It’s time that Filipino brides come back to what matters most: comfort, convenience, and classic style over a covetable name. “That, for me, is what every bride should look for. It should not wear them, but they should be the star.”
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Love, Myth will be available starting Dec. 7 at the Myth Lifestyle Boutique, 2nd Level, Greenbelt 5, Legazpi St., Ayala Center, Makati.
