Martina Weiss comes from the advertising industry and has been successful in her career change into the bridal fashion sector with her label “marryandbride – knitted couture”. We talked to the founder about her concept of knitwear for the bride.
Ms. Weiss, why did you start your own fashion label for brides?
This happened by chance. I was looking for a fancy jacket or coat before my wedding in 2015. Since I got married in October, I needed something warm. But I didn’t like the chiffon blouses, the boleros, or the lace jackets. What I was looking for – for example a casual piece of knitwear – was nowhere to be found. So, I thought, “Then I’ll do it myself”, and grabbed the knitting needles a few months before my wedding. Luckily, knitting was a hobby of mine as a child, which my grandmother always encouraged. Unfortunately, I had not knit for 20 years, which made the beginning a bit difficult. But after a few simple steps, I was fully in my element again and knitted a floor-length, white woolen cape for my wedding.
You wore something one of a kind at your wedding – what were the reactions of the guests?
My friends thought it was great; the response was absolutely positive. Everybody wanted to know where I bought this particular piece. When I told them that I made it myself, some of my girlfriends didn’t believe me, and many told me that they had searched in vain for a cool cover-up for their dress, but ultimately gave up, frustrated. I seemed to have discovered a gap in the market …
What happened then?
I didn’t think very long about it, just started knitting my own collection. It took me a year to finish 12 parts. In November 2016, I exhibited my collection for the first time at the bridal fair “Love Circus Bash”, and even won the newcomer award at the fair. The press became aware of me, and suddenly I was appearing in the trade press and on wedding blogs. After just a few weeks, the first orders began to come in.
But you could not knit alone, could you?
No, that was not possible. I quickly set up a network of 40 knitters working for marryandbride. Every part that is commissioned by me is handmade and tailored to the dimensions of the customer. These are unique pieces, made by hand. But I still do the prototypes for new models myself.
What materials do you work with?
We use the finest yarns, such as a silk-mohair blend, and alpaca and organic wool from Portugal. Cashmere is a bit too boring for me, personally, and even pure merino wool looks a bit unrefined. That’s why we like mixing the different fibers to get a special effect or shine. We try to use hardly any artificial fibers.
marryandbride offers capes, sweaters, boleros, cardigans, and other chic knitwear. Which do you recommend for the fall?
The current trend of bridal fashion are the bridal separates – ie. a top and skirt. Short cardigans fit this look perfectly. However, my current personal favorite is the bridal pullover. It is not only chic and elegant on the wedding day, but can also be worn in everyday life.
Speaking of everyday life: You not only offer products for brides, but also make them in varying colors to match evening wear.
That’s right. We have received many inquiries as to why we do not also offer an accessory and matching cover-ups for elegant cocktail dresses. At first, we didn’t even think about it, although it is quite logical: a woman can’t walk around on New Year’s Eve with bare shoulders, and a nice piece is needed to wear over her dress in the church as a guest at a wedding. The look has to be complete – this is achieved with our creations from “marryandbride NIGHT”.
How did bridal retailers respond to your label?
The response was very good. That makes me happy. There are many dealers approaching me, and we are now represented in 25 stores in Germany and 3 in Austria, as well as in an online shop in New York. This month, shops in Belgium and Ireland have also added our line. Most customers find us through Pinterest and Instagram. Since I come from the advertising industry, I can use my knowledge to draw attention to marryandbride. I am very happy with the decision to become a fashion designer now and love the small but wonderful bridal fashion industry very much.
For more information visit: marryandbride-knitted couture
Lea Becker, Bridal Times