Minimalist Amsale looks at Bridal Fashion Week in New York

Luxury bridal label, Amsale New York showcased a series of pared back wedding dresses when it revealed its four Spring 2020 collections: Amsale, Nouvelle Amsale, Little White Dress, and the newly debuted Amsale x Youcollection during Bridal Fashion Week. The event ran from April 11-14 in New York.

Paraded at Infor Headquarters in New York City, the collections were a testament to the legacy of their founder, Amsale Aberra, who passed away in 2018. Since the mid 80’s she has often been referred to as the inventor of the modern wedding dress after she created sleek pared down silhouettes at a time when ostentatious bridal styles were in vogue.

The Ethiopian American designer also designed bridesmaid dresses and evening wear. Since its recent e-commerce launch, Amsale is focusing on using new technologies to expand its product offering and optimise the consumer experience, while supporting its retailer network through a host of digital advances.

It includes giving the bride-to-be the opportunity to go online and design her own wedding dress within the Amsale aesthetic for a flat fee. The dress is made to order and shipped out in within four weeks.

CEO of Amsale New York, Neil Brown noted that over the past year, the company has utilised newtechnology to reimagine the shopping experience for the modern bride. He said e-commerce firm  Infor had been instrumental in helping Amsale develop and execute its vision. “We couldn’t be more thrilled about this partnership and the exciting new features yet to come,” he said.