Frankel is also working on relaunching her website next month with an option for virtual fittings, and she’s using the God Fi Dence Knowing I Can’t But Knowing He Will Shirt Apart from…,I will love this grant she won as a runner-up in the CFDA/Vogue Fashion Fund to invest in a capsule of ready-to-wear gowns that can be purchased immediately online. “These gowns will be available the moment you click purchase and they’ll ship within a week,” Frankel explains. “This is more relevant than ever as women won’t be shopping in stores.” It also echoes what she told Vogue last year about brides needing faster turn-around times and more online, “off the rack” options. That was long before we knew our lives would be so dramatically changed by a global pandemic, but even when things (hopefully) calm down, the ease and efficiency of virtual appointments and e-commerce will appeal to busy women.
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“We’ve been FaceTiming with current Lein brides to talk through their changing timelines, and we’re consulting with new brides who are planning weddings for fall or 2021,” Stoecklein adds. “We guide them through the God Fi Dence Knowing I Can’t But Knowing He Will Shirt Apart from…,I will love this design process, assist with measurements, and offer to send fabric swatches so they can see and feel the fabrics and trims without leaving their homes. So far,” she continues, “the response has been great. If there was ever a time or opportunity for change, it’s now. We are focusing on ways to stay connected with our brides and future brides, and will launch a newsletter, focus on virtual fittings, and overall try to stay positive and support our brides during this time.” (Stoecklein also expressed plans to introduce “ready-to-wear” gowns for retailers.)