Michael Costello debuts couture, bridal with see-now-buy-now spring 2018 presentation

American fashion designer Michael Costello debuted on Friday his spring 2018 couture collection and bridal collection at Robert Miller Gallery in Chelsea. Costello introduced his first seasonal bridal collection at the presentation, and showed both collections together for the first time.


Michael Costello debuted his couture and bridal collections together for a see-now-buy-now presentation - Michael Costello/Andrew Werner
 
The cohesion of the collection blurred the lines between couture and bridal. Costello did not hold back on revealing details on the gowns like lace backs, sheer covers with diamonds, deep necklines and fitted silhouettes. A number of the pink and nude dresses were demure with flower details.
 
The decision to show both collections together was strategic. Costello debuting bridal with his popular couture collection allowed for his customer to get better acquainted with his world, a world that has 1.1 million people watching on Instagram.
 
“It’s important to have both elements in one room so people can not only see the inspiration but also see a story told, see themselves in the looks and figure out how they would plan their wedding and how they would plan their event,” said Costello.

The California-born designer, who also competed on Project Runway, said that he listened to his clients in order to build the collection that they've wanted.
 
“I think we found a very great and delicate way of [designing for our customer], giving you the mermaid silhouette with a cape, or a high neck, or beautiful chiffon and silk. It all flows together really well.”
 
Costello added a see-now-buy-now component to his presentation as well. The designer said that his label is one of the first to offer products direct to consumer within seven to ten business days or overnight. The brand also does a portion of its business on social media, and it needs a healthy stock in order to do so.
 
“It’s so important as a brand and as a business for people to know how to use [social media] and know what it can do for your business,” he said. “For us as a brand that gained notoriety on social media, we were one of the first brands to offer direct to consumer within 7-10 business days or overnight. Some of the bridal dresses for spring 2018 are see-now-buy-now, but there are a couple of special delicate pieces that may take 3 to 6 months to make. What we wanted to do was give the woman an opportunity to come in, see a dress and get it right away and that happens a lot for us.”

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