Bridal designer Jenny Yoo marks a milestone anniversary with her latest collection, and looks ahead to the next 20 years.
Jenny Yoo adjusts the Genevieve gown from her 20th anniversary collection.
When Jenny Yoo (jennyyoo.com) launched her namesake label in 2002, it was exclusively a bridesmaids brand. But a few years in, she noticed a shift. “Brides started ordering our bridesmaid dresses in white or ivory as their bridal gown,” Yoo remembers. “They were seeking simple, clean and understated gowns that were reflective of their effortless and modern style.” She began offering a curated selection and, in 2012, made her bridal brand official.
This year marks Yoo’s label’s 20th anniversary—and her latest collection is worthy of the celebration. “This season, the [pieces] are a bit edgier and sexy to give off a sleek, cool-girl vibe,” she says. “Off-the-shoulder details, high slits, soft organic draping, cutouts and architectural lines make these gowns our most dramatic statement to date.” It’s fitting for the brides of today, she adds. “Brides are more comfortable and independent than ever to break away from the traditional—instead, embracing a wedding aesthetic that is truly unique to their personal style. There are no rules.”
Like brides themselves, Yoo and her brand have certainly evolved over the past two decades. Since expanding into bridal, the designer has also introduced Jenny by Jenny Yoo, a youthful collection at an accessible price point; and a Little White Dress line. “In the next 20 years, I’m looking forward to continuing to build our brand, becoming the ultimate destination for all things bridal.” She’s well on her way—next up, she’ll debut Jenny Yoo Earrings in spring 2023.
Photography by: MARCY CASTELGRANDE/COURTESY OF JENNY YOO; HAIR AND MAKEUP BY ELENA MIGLINO
