The Tamesis
When Danielle Frankel launched her label in 2017, she was renting a space in New York’s Garment District that she describes as “a literal wardrobe.” Now, when clients enter the bridal designer’s studio, they are immersed in her world: a vast room with chartreuse carpets, tapestries on the walls, and plush seating. The designer wanted it to feel like her living room.
The adult space reflects the trajectory of her brand. For nearly 10 years, the designer has continued to develop and refine his brand’s aesthetic, opening a two-story studio and office space in New York, opening a boutique in Los Angeles, and dressing some of the biggest names in fashion and entertainment, from Alexandra Daddario to Charli XCX. Her then-fiancé, Joshua Hirsch, is now her CEO.
“I was going through that phase of getting married, and now, nine years later, I see it from a different perspective,” she said of the way her designs have matured from sleek, silky blazers and gowns to the draped and tailored architectural shapes she’s known for. “I had a lot of conversations with women and had the ability to really focus on customer feedback and design exploration over the years.”
Her latest collection, which she calls “Rebirth,” is emblematic of that growth. The gowns reflected Frankel’s design style, from feather embellishments to pleated skirts. When Frankel met with her factory, she didn’t even look at their bridal gifts. Instead, she favored materials ranging from jersey to horsehair, chiffon to organza, and later painted heavily by hand. “When we were designing and shooting these images and updating our website, it felt like a huge leap from where we were two years ago,” Frankel said. “Looking at the work side by side, we really feel like we’re transitioning in such a beautiful way.”
Danielle Frankel entered the bridal market at the perfect time. The bridal industry has evolved tremendously – and ballooned – since the brand’s inception, with weddings across the Western world moving from single-day events to weekend events that feature not only a rehearsal dinner but also welcome drinks, a recovery brunch and often two or three outfit changes for the bride on her wedding night. This disruption of tradition reflects a shift in desire for sleeker, more contemporary designs. In addition to Frankel, brands such as Wiederhoeft and Tanner Fletcher have also attracted attention for their novel approaches to weddings, but in general, fashion girls who are not interested in a trip to Kleinfeld can only turn to non-wedding brands if they want an “anti-wedding” look. That’s why, nearly a decade later, so many people still turn to Danielle Frankel.
Her carefully curated aesthetic, visible in her studio, Los Angeles boutiques and on Instagram, resonates with the modern bride who wants to look cool without being corny. “It’s not just about the dresses; it’s about the photography, it’s about the interiors,” Frankel said. “Everything about our dresses is designed according to our world, our perspectives and tastes.” She believes this is why Danielle Frankel is able to attract a specific, fashion-forward audience. “They want the bridal brands they work with to do that.”
