Monica Moretti takes a look at the work of two talented sisters who are changing the accepted views on wedding wear

We look at the work of two sisters who are changing accepted views on wedding wear

I REMEMBER first catching sight of the beautiful chiffon-draped wedding dresses in the shop window of Le Spose di Giò several years ago and thinking that it would probably be worth trotting up the aisle for those dresses alone. They were made of the most delicate fabrics and judging by the beaming smile of the bride-to-be that skipped out of the shop, they were clearly a very good purchase.

Le Spose di Giò is renowned in Italy mainly because its initial success was down to its daring and innovative style, as Chiara Gatta, manager for all the stores explains: ‘The business began in 1974 as a very small boutique and it was an overnight success because of the simple lines of the dresses that were very different from the large fussy wedding dresses that were worn around 30 years ago.

The lines were simple and yet tailored for the ultimate fit and the skirts, although flattering and long, were not too overwhelming!’ she says. ‘In fact, the truth is that the boutique was doing so phenomenally well that there was a long queue outside every morning from 7am!’

MEETING THE DEMAND

These keen brides were coming from a long way away, too. Naturally, with this much attention the company expanded, although it wasn’t the intention to increase in size when it was first launched by the De Capitani sisters. Giovanna was a high-fashion designer who decided to start her own small business and then enlisted the help of her younger, architect sister Marisa. The company has now grown into an international sophisticated brand with ateliers in Bergamo, Bologna, Monza and Varese in Italy as well as London.

The words that illustrate what sets the company apart from other wedding dress designers, they say, are ‘creativity, commitment and continual stylistic research’ and it must work, as in the industry and households across Italy Le Spose di Giò is known for being ahead of the game. They have gained international recognition, not least by being giving the honour of being asked to participate in the Metropolitan Museum in New York’s fashion shows.

The designers keep up with the times and have taken in the fact that nowadays people want to get married in places other than local churches – there are home weddings, beach weddings, castle weddings and civil weddings. The designers have adapted their beautiful creations to take this into consideration because they say that first and foremost for the bride to have the best day of her life she has to feel 100 per cent comfortable physically and emotionally in the dress that she is wearing.

THE COMPANY ENCOURAGES THE BRIDE TO ‘MIX AND MATCH’ the styles…

MATCHING PRODUCT TO CLIENT

So whether the bride feels at ease in an elegant trouser suit or a daring minidress, there is something for everybody in Le Spose di Giò’s ateliers. The woman who wears their designs has been described as ‘minimilista e sofisticata’, (minimalist and sophisticated) and when the brides come into the stores, the assistants take great care in noting the style, characteristics and personality they have to ensure that the dress and accessories are perfect for them in every way.

So in Chiara’s opinion what has made Spose di Giò so popular with brides to be? ‘The company has moved with the times and realised that nowadays women are in a different place from where they were three or four decades ago. For example, some women decide to get married after they have children and might decide to opt for a less formal wedding outfit. They want to feel at ease and enjoy the day, where an outfit means something special to them rather than being forced to put on something they feel is traditional and expected of them.’

Chiara said that most of their customers come in and know exactly what they want. so it’s just a matter of finding the absolutely perfect fit along with the accessories, including shoes and veil.

The collections run so that there is one main theme throughout the year and new designs or ‘flashes’ update the looks four or five times during the year. All the materials used are sensual and elegant, including the silk linings and the organza and chiffon layers and layers of soft and tactile fabric. The company also encourages the bride to ‘mix and match’ the styles, which is something that Italian women have been used to for a while but others who’ve looked at dresses elsewhere may not be. ‘We encourage brides to personalise their dresses,’ says Chiara. ‘By that I mean that they can have the top part of one design mixed with the bottom half of another. We realise that brides come in all shapes and sizes and it’s important that they find a fit that is absolutely perfect for them.’

THE STYLES ARE VARIED FROM SLEEK SHIFT DRESSES TO TRENDY TROUSER SUITS

A CHANGE OF MIND

Then the multitude of fabrics are chosen with the help of the dedicated assistant and after around two or three fittings the dress or trouser suit is ready. So with these modern and elegant bridal outfits, does Chiara find that the bride comes back and wants it dyed a different colour so she can wear it to parties? ‘Well that’s what they say they want when they first come in here,’ says Chiara, laughing, ‘but the dress means so much to them as a reminder of the amazing day they’ve had they can’t bring themselves to alter it in any way at all and just want to preserve it.’

This year’s theme from Spose di Giò is ‘light’, where they want to emphasis the flow of the delicate chiffon or sheen of a particular satin and of course the fabric feels as light as a feather when wearing it. The styles are varied from sleek shift dresses to trendy trouser suits.

At first glance they all look simple but if you look closely, you’ll see that there are clever little details that make the dresses so special.

A classic design that brides add their own touches to is the long strapless dress with swathes of soft material gathered at the skirt. The top half can be covered with a number of differently designed chiffon shirts from the simple high-necked and long floaty-sleeved affair to the high-collared and neckline shirt.

The fabric clings at the waist, emphasising the bride’s figure and can be left loose or pulled to one side and clasped with pretty decorative flowers.

There are playful and elegant fifties-style wedding outfits from a long silk sleeveless dress with a flatteringly high collar – and a nipped-in waist that emphasises the gloriously full skirt (without looking like a meringue) or the chic and elegant suit with a pretty bow tied at the waist. Less is definitely more with these clever designs.

For those wanting something different and slightly more casual, there is a fabulous trouser suit that the bride will undoubtedly want to wear again and again.

Worn with a simple white silk vest, the low-waisted trousers are a flattering cut and made to look elegant with the long white satin or silk coat with high collars and flattering fitted three-quarter-length sleeves – a perfect look for that modern and confident bride.

For more information go to www.le-spose-di-Giò.it