Fashion designer Margaux Tardits creates bold, glamorous wedding dresses sold in New York, and which will soon be available in California. The hang of the dresses is inspired by the Dior pieces designed by Maria Grazia Chiuri and the structured style of Cristóbal Balenciaga. Needless to say, Margaux Tardits’ motto is “get married in style.”
American brides tend to prefer white or ivory bodice dresses crafted in satin and flower-patterned lace, close-fitting on top with a flared skirt at the bottom. The Mermaid and the A-Line are the two most popular models in the United States today. Materials are often overlapped to create more volume, and no dress would be complete with a long, traditional train.
French women, on the other hand, generally go for slightly shorter, straight dresses. Chiffon is the favorite material, lace is used with restraint, and the dresses are not as fitted. This is exactly the “boho-chic” trend so sought after by American brides. “French women want to be comfortable on the big day,” says the designer, who creates between 100 and 150 dresses per year in her studio in the tenth arrondissement of Paris.
Other French designers such as Laure de Sagazan, Rime Arodaky and Donatelle Godart have also found success in the United States. “There’s an increasing demand in the U.S.A,” says Margaux Tardits. After being trained at Balenciaga and Lanvin, the dressmaker began an internship with Oscar de la Renta in New York — her first taste of the United States. She launched her eponymous brand in 2012, and international sales in New York and London now make up 20% of her revenue. Margaux Tardits dresses have also been available at The Mews Bridal in the SoHo neighborhood of New York since November 2016, and are set to arrive at LOHO Bride, a chain of bridal showrooms in San Francisco and Los Angeles, in 2018.
According to TheKnot, a U.S. website specialized in wedding preparations, Americans spent an average of 1,280 dollars for their wedding dresses in 2013, and up to 1,470 dollars in 2015. Those hoping for a Margaux Tardits dress for their special day should expect to pay between 2,200 euros (2,450 dollars) and 3,800 euros (4,238 dollars). “The prices for our new Iberica collection are higher because the dresses offer a wealth of details and require more work to make,” says the designer.
The boho-chic trend is still going strong in the United States this year. But Margaux Tardits isn’t averse to adding a pinch of glamour to her pieces. “I want my brides to be both elegant and sexy. I don’t want them to look like little girls in their Sunday best,” she says. With this in mind, the Ava model boasts a striped lace bodice matched with an ecru tulle skirt. Bessie is a bolder model with a fitted waist designed to showcase the bride’s hips, while Holly offers an expert blend of flower-patterned lace, white chiffon and an illusion neckline and back. Couture style that goes hand-in-hand with seduction.
=> French wedding professionals like planners, florists, caterers, dressmakers and jewelers have crossed the Atlantic to develop their businesses in the United States. Every week, discover in France-Amérque the profile of a French artisan who is involved in the U.S. wedding industry.