If there is one bridal brand you need to know about right now it's Danielle Frankel. It's the label for cool, modern women that effortlessly intersects bridal style and high fashion. And now, the designer looks are easier to snag than ever thanks to the brand's newest business model.
Yesterday, the fashion house entered the world of e-commerce with a new site, allowing brides to purchase gowns without a visit to the studio. For Danielle Hirsch, the designer behind Danielle Frankel, this launch was a "natural progression" that was born out of her desire to transform the wedding dress shopping experience. "How do we modernize the way of shopping?" she asked herself. The result, diving into the direct-to-consumer market head first.
Meet the Expert
Danielle Hirsch is the designer behind Manhattan-based bridal atelier Danielle Frankel. Before launching her label in 2017, Hirsch worked under celebrated designers like Marchesa and Vera Wang. In 2019, she was awarded runner-up in the CDFA/Vogue Fashion Fund.
The timing, frankly, is impeccable. Hirsch and her team have been planning this venture long before online wedding dress shopping became the new normal. "The story of how this all came together was actually very much so in place before the pandemic," Hirsch tells Brides. But yet, just like her cutting-edge designs, the high fashion label was ahead of the game in more ways than one.
Along with its usual array of unique bridal separates, jackets and gowns, the new site houses seven never-before-seen styles only available online. But these sharp looks were specifically designed with the online shopper in mind, and the prices reflect that. "The price points are a lot sharper than our general offerings. We did this on purpose," offers Hirsch—some styles are under $3,000! "Before, maybe somebody was spending a certain price point. Now their plans have shifted, the weddings a little bit more intimate. They may not want to spend as much considering everything that's going on economically. This is a really great opportunity for them to buy something that fits within that framework that still is a Danielle Frankel gown."
Our girl is, by nature, very modern. She’s young; she has a point of view we felt like she will be OK if she is purchasing her bridal gown online.
As if we needed it, the business move is just more proof that Hirsch understands her brides to a tee. "Our girl is, by nature, very modern. She’s young; she has a point of view we felt like she will be OK if she is purchasing her bridal gown online," the designer adds. "As long as she’s getting the gown that she wants, she doesn’t care about that experiential, in-studio purchase."
Ready to call a Danielle Frankel creation yours? Lace sheaths, long-sleeve slips, pearl accessories and more are waiting to be yours.