He is the “Belle Rebelle” among the bridal fashion designers and since 2011 has been creating individual bridal couture and extravagant Mix & Match-Dresses with a casual beach spirit: Emanuel Hendrik, the designer who turned the bridal world on its head with his eponymous label. We spoke to the now-Düsseldorfer about his unique concept.
Mr. Hendrik, how did you come to design?
Even as a little boy, I was very interested in art. When I was sixteen, I flew to New Zealand as part of a student exchange program. The nature, the beach, the open society there – I liked it all so much that I did not want to go back. I attended a very artistically-oriented school where subjects such as photography, design and painting were taught – something like that did not even exist in Germany back then.
I had the opportunity to develop as an artist in New Zealand and was awarded a scholarship to Victoria University in Wellington, where I enrolled in architecture. But after the first lecture, it was clear to me that this was not for me – so I switched to the Industrial Design program, which I finished with honors in four years.
And then you started your own label?
No, I traveled back to Germany – I also wanted to work someday instead of just surfing – and initially began as a consultant for two years. I analyzed markets and target groups, and developed tailor-made designs – but for others. At some point I thought to myself, “I can do better”, and set up my own HAKA label. My suit creations were very colorful and very extravagant: sometimes with short pants, sometimes with wild fabrics or eye-catching applications. They were so extravagant that soon the first grooms were in my studio – and then came the brides.
Presumably brides who were looking for more unconventional creations?
Exactly: girls who were tattooed or wanted to marry on the beach, for example. For the bride, it was a real experience when I drew the designs and put her special wishes and ideas on paper – of course, not without my individual handwriting incorporated. I soon expanded the tailoring business in my Düsseldorf studio and searched all over Europe for new, fine fabrics that were not available here in Germany. I always wanted my brides to look beautiful – and that’s the most important thing for me to this day.
They certainly do look beautiful – especially in their Mix & Match creations that first made you famous…
Yes, I gradually tended more and more in the casual beach direction with my bridal designs, and that’s how the two-piece set, consisting of body and skirt, came to life. Later, the train was added. It was important to me that my bridal wear was sustainable – I wanted to create something that could be worn more than once. The bodies can be machine washed at 30 degrees (Celsius) and are often used again during the honeymoon, for example, for chic, showy images in the water – my brides love this!
And the retailers probably love it, too, right?
Yes, retailers appreciate that we are so focused on sustainability and quality. All Emanuel Hendrik’s creations are “Made in Germany”, made exclusively from European materials and have their very own, high-quality handwriting, which of course is also reflected in the entire brand. For this reason, I am always on the go and attend most of the shootings personally on site.
For my retailers, it is very important that they are well looked after – this also requires a continuous communication and exchange of ideas. Together with them, I regularly organize Designer Days and talk to the local customers. Only if I know the feedback of the brides and retailers, can I optimize existing designs accordingly. In the end, the brides should be happy and get maximum enjoyment out of my creations.
So a bridal gown can actually be comfortable?
Yes, of course – our skirt model Tullina is the best example of this: The relatively glamorous skirt is made of 35 meters of tulle laid in six opulent layers. This presents the bride with a real challenge: How do I go to the bathroom? For this reason, I have created it as a wrap skirt, which can be easily opened sideways – no tedious lifting and no more wrinkling. In addition, the skirt length can be adjusted thanks to integrated snaps in the waist – if the bride wants to kick off her heels in the evening without it being noticed, she can simply wear the skirt on the hip instead of at the waist.
Incidentally, this is what characterizes all of my Mix & Match creations: that you can vary the look during the day – so daring brides, for example, can also wear a train and body without the skirt to party in the evening. And that is exactly the spirit that my designs should evoke: lightness. I design wedding dresses that are simply cooler, more brash and casual – made for confident and strong women who are in the midst of life.
More information about Emanuel Hendrik can be found here.