“Delivering on a Dream”- a wedding for the wedding industry without a bride and groom
By Adriana Weisenbach
When we were told that the much anticipated Justin Alexander Rome Event in March was going to be like a wedding, we weren’t quite sure what to expect. Beautiful invitations were sent out to industry partners for the event at the historic Castello Di Torcrescenza in Rome, as the Justin Alexander team launched pre-behind the scenes videos on social media, spiking excitement, interest and anticipation for the event to come.
Upon our arrival guests proceed their way through a green foliage-filled pathway following our way to soft live music playing in the background. Once at the top with the castle at full view, beautiful Lillian West tables decorated with floral arrangements and champagne greeted guests, along with the chance to enjoy a small preview of the collection on models who lined the grassy area along the tables.
What was to come was clear after seeing a stunning catwalk set up next to the castle covered with white roses on either side, with a white rose-covered stairway built into the hillside leading the way to our seating. After taking our seats, it was not long before the ceremony began with Justin Warshaw, CEO and Creative Director of Justin Alexander leading celebrity singer, Diana Del Bufalo down the runway.
Justin Warshaw walking down the runway with celebrity singer, Diana Del Bufalo
As Diana took her place at the head of the stage and began to sing, models wearing Justin Alexander gowns slowly came down the rose filled stairway and on to the catwalk for all to admire.
The ceremony was a full display of bridal fashion accompanied by speeches that made us laugh, some cry, and feel immensely grateful to be a part of this great industry. As the models left the stage to guests tossing rose petals, just as they would at a real wedding, Justin invited guests onto the stage to share, celebrate, and take part in the special moment.
Filing our way back up the stairs to live violin music, we heard a series of “Wow’s!” Looking off to our left we could see why. Never had I ever seen such a spectacular display in tribute to today’s bride. In a larger-than-life wedding dress, the “Grand Dama”, propped a model high into the air during the cocktail hour, serving as arched pathway for people to walk underneath her cascading skirt.
According to sources, the preparation work took several days, and the dress was supported by a metal structure and frame. Not long after the event, the “Grand Dama” became viral, circulating international news and social media. But the surprises didn’t end there.
After the Sincerity cocktail hour, guests walked through the giant “Grand Dama” into a stunning entryway showcasing Justin Alexander’s history, with several pieces on display from the very first collections. Passing through an impressive hall, we reached our final destination – a lavishly decorated, Renaissance-style 19th-century cloister, featuring what they called “The Last Supper.” Sixteen models in Justin Alexander Signature gowns were seated along a candlelit table, while live opera was performed by former Miss America, Nia Franklin. Audible gasps filled the area as guests were truly moved by the display.
Models presenting in the Justin Alexander “The Last Supper”
Opera Peformance by Former Miss America, Nia Franklin
We were honored to have a place at the beautifully decorated, candlelit Justin Alexander Signature dinner table, joined by bridal retailers from around the world to share our journeys in the bridal industry while dining on an incredible Italian buffet. Throughout the evening, Justin Alexander continued to make statements of elegance and creativity as they showcased additional collections against the backdrop of a bridal celebration.
After dinner there was much chatter about a wedding cake cutting. Guest were lead once again into the impressive main hall of the castle and were surprised once again with a modern video message from Justin Warshaw neatly projected on to a curtain.
In his message, Justin reminded us about the remarkable work happening behind the scenes in the wedding industry. From the boutiques to the planners, photographers, media, and beyond — each professional plays a vital role in helping couples in love realize their dream day. This night was a way for us to celebrate that teamwork and dedication, while also toasting our own contributions to this beautiful industry.
From that moment, an immense, show-stopping cake was brought out by several waiters, with the final decorations added by models dancing around it to lively Italian music. In a room filled with all of the guests, Justin opened up an incredible night with a memorable Adore by Justin Alexander party to close out an unforgettable evening.
This wasn’t just an ordinary event, in fact one that everyone wanted to talk about days later. Justin Alexander had delivered on a dream. A wedding for the wedding industry, where creativity, dedication, and the boundless passion for the bridal industry holds us together. It was an event that left an incredible mark on everyone fortunate enough to be part of its magic on that special day.
On the behalf of Bridal Times, we would like to thank the entire Justin Alexander team. Your hospitality and vision for the bridal industry continue to inspire, and we are truly grateful to have been part of this extraordinary celebration.
For further information on the brand, visit Justin Alexander
Photography: @utopia_milano @michael_zennaro @nowfashion