Oct 23, 2023

WINtroducing / Avenue by Josephine Scott London

Josephine Scott London is the hottest name in British bridal at the moment. Josephine is taking the bridal and celebrity world by storm with her classical British, structure and sophisticated yet infinitely wearable designs. If you haven't already heard about Josephine, from her previous role as Head of Design for Alander Park or had the pleasure of visiting Josephine's stand for her eponymous label at Bridal Week, London and Harrogate, then let us introduce you...

With celebrity fans including Christine Lampard and Holly Willoughby – who wore one of Josephine’s gowns on Dancing on Ice and also for the launch of her Wylde Moon brand – Josephine is being hotly pursued by the UK’s best stylists. Also the official supplier of gowns to the debutante Queen Charlotte’s Ball, Josephine is fast making a name for herself in bridal fashion.

Christine Lampard wears Avenue by Josephine Scott, at Pride of Britain, styled by Dannii Whiteman

Crafted to make you feel like a princess as you walk down the aisle, Josephine Scott whisks you away to another world, full of luxury, glamour and of course romance. While Josephine Scott is a fashion-forward brand, her gowns are typically timeless and unashamedly feminine – she’s a girl’s girl and we love it! The Josephine Scott bride is an independent soul, an old romantic with impeccable taste. Today we introduce the fashion-forward, sleek and sexy all new collection from this talented designer.

AVENUE BY JOSEPHINE SCOTT 2024

We are excited to bring you the brand new collection Avenue by Josephine Scott – a sought-after, longed-for second label for boutiques to discover… We spoke to Josephine about Avenue and asked all the 'what, when, how' questions we are sure you would like to know the answers to…

A peek behind the scenes at the recent shoot for this cool contemporary collection

What is Avenue all about?

"Avenue is the alter-ego of Josephine Scott. Josephine Scott is for the luxury, romantic, aspirational bride who chooses a more traditional venue and wedding. In contrast, Avenue by Josephine Scott has a ‘cool bride’ vibe. A modern bride that is quickly emerging and seeks a fashion-led, contemporary gown that suits a variety of ‘trendier’ weddings and venues."

Why now?

"Why not?! Having an evening and occasion wear background designing more contemporary, less bridal looks, I always wanted to create an alternative line that would appeal to different brides and boutiques. Boutiques are limited in their rail space and purchasing for various brides, so offering a completely different look, with a different image, under a new brand made sense. It allows us to attract a wider variety of brides who are pushing the boundaries of weddings."

Who will wear Avenue?

"City brides, destination brides, and brides that want more of an evening wedding than the traditional day wedding. Brides that are independent-minded, confident in their body and own their personal style."

How can buyers see the collection first-hand?

"We recently secured a beautiful suite in the stunning Luton Hoo Hotel, in Hertfordshire, as a showroom where all the gowns from both collections are displayed. To offer our stockists an exceptional buying experience, as they do for their brides, we offer a private viewing, without any time pressure and afternoon tea to make it extra special! There is even a spa and golf course to keep everyone happy! If they can't come to the showroom, our sales manager Nicholas can arrange to visit their boutique with a selection of gowns."

What are the rules on stocking both Robes de Reve and Avenue?

"We treat the brands as separate labels with an MOQ required to secure the area. Stockists are not required to buy both labels. However, if a stockist likes both and believes both will appeal to their variety of brides, we would always support this."

What inspired the collection?

"The styles are much sleeker, cleaner, slimmer and sexier, with more of an evening-wear cut and styling while still being very bridal. The collection leans towards crepe styles in flattering cuts embellished with distinctive laces. There are some very on-trend mini styles and sparkly options with various commercial price points to appeal to a wider variety of brides.

Sizes?

"UK 4 to 22"