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From Concept to Creation: Exploring the Innovation of Muse

At Grace, we have long championed the harmonious marriage of style, comfort and innovation. For this reason, we are excited to present a bridal first gowns with built-in shapewear.  

Models wearing built-in shapewear lining

A Targeted Sculpting Solution

We have stepped into uncharted territory with the launch of our capsule collection, ‘Muse’. Breaking new ground in the industry, we present three stunning gowns featuring built-in shapewear—a revolutionary approach designed to sculpt a bride's silhouette, accentuating their curves without restriction.  

It was highly important to our Head Designer, Rosie Keating, that the fabric facilitate ease of movement and inspire confidence among brides. The shapewear technology was developed to prevent seam shadowing, allowing our brides to avoid bulky undergarment seams.

Our built-in shapewear has been intricately developed over years of dedicated effort, carefully sourcing the perfect fabric that provides effective compression without compromising on comfort. The built-in shapewear needed to be trialled and tested on a diverse range of body shapes to ensure it stood the test of time. Therefore, the construction of the gowns underwent multiple rounds of testing to ensure their effectiveness and ability to mould to the body seamlessly. 

 

 

 

 

Campaign Imagery of Cupid, Deia, and Mavi

A Targeted Sculpting Solution

We have stepped into uncharted territory with the launch of our capsule collection, ‘Muse’. Breaking new ground in the industry, we present three stunning gowns featuring built-in shapewear—a revolutionary approach designed to sculpt a bride's silhouette, accentuating their curves without restriction.  

It was highly important to our Head Designer, Rosie Keating, that the fabric facilitate ease of movement and inspire confidence among brides. The shapewear technology was developed to be undetectable, allowing our brides to avoid bulky undergarment seams.

Our built-in shapewear has been intricately developed over years of dedicated effort, carefully sourcing the perfect fabric that provides effective compression without compromising on comfort. The built-in shapewear needed to be trialled and tested on a diverse range of body shapes to ensure it stood the test of time. Therefore, the construction of the gowns underwent multiple rounds of testing to ensure their effectiveness and ability to mould to the body seamlessly. 

"When developing this collection, we focused on pairing traditional design techniques with new innovation. We knew shapewear solutions on the market came with the risk of seam shadowing or being uncomfortable."

Rosie Keating- Head Designer

"When developing this collection, we focused on pairing traditional design techniques with new innovation. We knew shapewear solutions on the market came with the risk of seam shadowing or being uncomfortable"

Rosie Keating- Head Designer

Detailing of Mavi Gown
Back detailing of Deia gown
Back detailing of Cupid gown
Detailing of Mavi Gown
Back detailing of Deia gown
Back detailing of Cupid gown

"It was a real meeting of science and art; we used a 3D avatar, which allowed us to sample without physically making samples; it showed us digitally how the various compression elements would perform on the body."

Megan Ziems- Founder and Creative Director

"It was a real meeting of science and art; we used a 3D avatar, which allowed us to sample without physically making samples; it showed us digitally how the various compression elements would perform on the body."

Megan Ziems- Founder and Creative Director

Built-in shapewear lining displau
Built-in shapewear lining displau

Inspired by the Woman, the Body, our 'Muse'

Our new capsule collection embraces a direction towards refined minimalism, incorporating imperative feedback from brides. It was important for us to listen and respond to the feedback we’ve gathered from brides over the years to produce a collection that speaks to the modern bride, our ‘Muse’. We received a lot of responses around brides needing shapewear solutions for their gowns, as traditional shapewear can often create more problems than benefits.

The first in the bridal industry to do so, Mavi, Cupid, and Deia feature a power mesh sculpting fabric underneath the gown’s lining, intended to empower our brides without restriction. The capsule was designed for brides of every shape and size, staying aligned with the ethos of the Grace bride—for the woman of substance and passion. 

Muse inspiration board
BTS of the design of the Deia gown

"As with any collection we produce, the centre of our inspiration is always the bride. We heard a lot of feedback from our brides that sourcing shapewear for their wedding gown was next on their to-do list, which motivated us to create a collection that would save brides time and money by removing the need to source specialty undergarments."

Megan Ziems- Founder and Creative Director

"As with any collection we produce, the centre of our inspiration is always the bride. We heard a lot of feedback from our brides that sourcing shapewear for their wedding gown was next on their to-do list, which motivated us to create a collection that would save brides time and money by removing the need to source specialty undergarments."

Megan Ziems- Founder and Creative Director