What's New at Union Square Couture
From Left to Right: Malinda Macari, Flora Petakas, Jennifer Johnston
Define what Union Square Couture is at New York Luxury Bridal Fashion Week.
Union Square Couture (USC) was created 10 years ago to create a unique and comfortable luxury environment uniting established brands, emerging bridal designers, and retail buyers. It was most important to Flora Petakas, founder of Union Square Couture, to establish a COMMUNITY.
Since the beginning, USC has been the beating heart of the community at NYLBFW. We cultivate a unique space where two worlds join: established luxury brands and emerging luxury designer talent. While each bridal designer brings their unique vision and creativity to the table, there is one consistent characteristic that unites them all: Quality. Distinguished names in bridal fashion showcase their latest collections, offering a touch of timeless elegance. At the same time, we champion the next generation by providing a platform for rising stars not yet recognized for their impact on the ever-evolving bridal industry.
Our focus is twofold: celebrating individual style and connecting US retailers with international talent. We believe in the power of diverse perspectives, offering a rich selection of luxury bridal aesthetics from established and emerging designers alike.
USC goes beyond simply showcasing gowns. We foster pre-market engagement and collaboration by providing exclusive access to a curated selection of international designers, many of whom wouldn't be found elsewhere during New York bridal market. This creates a fertile ground for discovery and the potential for long-lasting partnerships between designers and US retailers. By uniting these esteemed brands in one setting, we streamline the market week experience, making it more efficient and productive for buyers.
USC is more than just a venue; it's a bridge between established luxury and the vibrant future of bridal fashion. We empower both designers and retailers to discover, connect, and thrive within this dynamic community.
What is new to USC celebrating its 10th year?
This past April, USC successfully revitalized the luxury market experience with a more intimate and elevated setting at a prestigious 5-star NYC hotel. This shift, coupled with a strategic new partnership, proved to be a winning formula.
As USC celebrates a decade of supporting luxury bridal fashion, we're thrilled to announce exciting growth through collaboration with new partners. Joining Flora Petakas, the founder of USC, are established industry leaders Jennifer Johnston of Launch Bridal Group, LLC, and Malinda Macari of Your Dream Bridal. This combined expertise is establishing USC as the premier destination for luxury bridal experiences.
One key innovation for the April market was the introduction of comprehensive digital and social marketing support for our designers. This fostered a thriving online community and facilitated connections between retailers and designers well before New York Market Week began.
USC will continue to provide an elevated atmosphere where buyers and designers can connect meaningfully and foster lasting partnerships.
How has USC taken luxury to the next level?
At Union Square Couture, we've always strived to be the premier luxury bridal market, providing designers with everything they need for a seamless and successful experience. From luxurious hotel suites and garment racks to steamers, signage, and support staff, we take care of the details. We also connect them with models, dressers, and special amenities. This ensures our primarily international designers can simply show up and focus on showcasing their stunning collections, without the worry of logistics or accommodations.
But here is how we are continuing to elevate the market.
Enhanced Marketing & Reach:
Joining forces with industry veterans Jennifer Johnston (Launch Bridal Group) and Malinda Macari (Your Dream Bridal), USC now offers comprehensive marketing support for our designers. We work alongside them to promote the show and individual collections to luxury bridal boutiques through targeted email, website, and social media campaigns. This makes it easier for retailers to discover and research designers and book appointments directly online.
Expanded Support:
Beyond the physical space, we offer optional sales support and guidance to designers. This ensures they're fully equipped to cultivate successful partnerships with retailers during New York bridal market.
In essence, the new USC goes beyond providing a platform. We're now a comprehensive partner, empowering designers to showcase their talent, connect with the right buyers, and achieve their business goals. It's a win-win for designers and retailers alike, creating a vibrant community that fosters the future of luxury bridal fashion.
Where are the designers from?
Union Square Couture takes pride in showcasing a truly international collection of designers. From established names to rising stars, you'll find exceptional talent from a diverse range of countries. Lebanon brings its renowned intricate beadwork and luxurious fabrics, while Italy and Spain uphold the tradition of "Made in Italy" quality and craftsmanship. Established and beloved designers from the United Kingdom offer timeless elegance. Beyond these established names, USC fosters the future of bridal fashion by featuring emerging talents from Romania, Mexico, Israel, Ukraine, Japan, and the US. This global reach ensures a truly unique and inspiring experience for retailers seeking a variety of styles and design aesthetics, allowing them to discover the perfect collections for their discerning clientele.
How many designers usually show?
The number of designers showcasing at Union Square Couture depends on the specific market (April or October) you're interested in:
Larger Market (October): Over 35 bridal and accessory designers present their collections during NYLBFW.
Smaller Market (April): Just over 28 designers attend and showcase their work.
Estimate how many stores does this usually attract and from where?
Union Square Couture isn't just about exceptional designers; it's a meeting point for like-minded luxury retailers who share our passion for quality and visionary bridal fashion.
Our global reach attracts a prestigious clientele of stores, mirroring the international talent we showcase. Just imagine rubbing shoulders with esteemed names like The Treat Dressing and Fuchigami Fines, Inc., alongside Ultimate Bride, Stanley Korshak, and The Wedding Salon of Manhasset. That's not all - iconic brands like Bergdorf Goodman, Browns Bride, and The Wedding Club London all grace the halls of USC.
This curated environment fosters meaningful connections between designers and the most discerning retailers worldwide. Both sides share a commitment to quality.
Would you say this is the premier destination for luxury bridal in the world?
For retailers and designers seeking the pinnacle of luxury bridal, Union Square Couture is the premier destination. Our commitment to quality, international reach, and focus on fostering meaningful connections sets us apart. We curate a tight-knit collection of top designers, many without NYC showrooms. Plus, we offer quality and reliability, ensuring the same excellence our stores have come to trust. Imagine finding the perfect designers in one convenient location – that's the USC experience.
What are the qualifications for being included in the show as a designer?
At Union Square Couture, we prioritize quality from both the product and logistics standpoint. We welcome designers with unique and exquisite bridal creations crafted using high-quality materials. Additionally, reliable manufacturing practices are essential to ensure smooth delivery to US retailers.
What are the qualifications for a retailer to be allowed to attend?
We welcome all retailers to explore Union Square Couture! Our designer collections cater to the luxury market, with starting retail prices at $3,000 and averaging over $5,000.
Where is the show going to be held this October?
This year, we're excited to announce our new home: The Towers at The Lotte New York Palace Hotel, a prestigious 5-star landmark in NYC. This all-suite hotel offers a luxurious setting for showcasing our designers.
Designer Benefits:
Prime Location: Situated next to Rockefeller Center and St. Patrick's Cathedral, offering excellent visibility.
Spacious Suites: Each suite features ample natural light, multiple bathrooms (at least 1.5), and a great flow for showcasing your collection.
Comprehensive Support: Includes marketing, rolling racks, steamers, on-site staff, a designer profile page on our website, and targeted social media and digital marketing to over 1800 qualified leads and more!
Convenience: Sleep comfortably in your suite, eliminating the need for separate accommodations.
Are there any more rooms/spaces available?
Yes. We have a few suites still open for designers looking to join our community that already include Anne Barge, Sareh Nouri, Caroline Castigliano, Paris by Debra Moreland, Verdin New York, Gemy Maalouf, YolanCris, Valentini Spose, Maria Elena Headpieces and more!
info & booking: https://www.unionsquarecouture.com/