It’s been a year since Danielle Frankel Hirsch, a go-to designer for fashion-forward brides, unveiled a new collection. Not a long time in terms of creative productivity, but a considerable hiatus by the standards of the fashion calendar. “When you’re talking about an evergreen product, you don’t need a collection every six months,” Frankel says. “These collections take so much to produce, and because the business is growing at the same time, we have to wedge in when we’re doing the development.”
There’s certainly no shortage of clientele. Though Hirsch designs ready-to-wear as well as bridal, the latter is her bread-and-butter and 2022 is set to have over 2.6 million weddings. Hirsch wanted to open up her line—which can feel like a not-so-well-kept secret among front row regulars—to more of that market. She developed many of her brand signatures this season, including corsetry, bubble hems, and silk-wool pleated gowns. But everything is a bit bigger than fall 2021’s streamlined and sculptural offerings. “There’s a lot of the same DNA that you see in our work, but I wanted something a little bit bigger this season,” Hirsch says. “Before we were known for those effortless, simple, cool styles, but for me it’s important to go bigger and move it forward.”
Inspired by 1950s vogue fashion illustrations, mid-century elegance, and surrealism, her new collection is photographed in a deliberately hazy way. Though this method of photography obscures the fine details of the clothing, it underscores the feelings Hirsch hopes to evoke. That said, her designs tend to reveal themselves on the human form. The Leith gown, for instance, has a showstopping corseted bust that projects off the body and open back, but the pleats at the waist may just be the special detail that convinces the customer that this is the one. Hirsch also introduced several styles with Watteau drapes at the back, offering a more low-key kind of drama than the Leith does, while still delivering mid-century glamour.
Don’t worry cool kids: you’re not forgotten. Aside from the fact that the most classic ballgown silhouette is hand-painted and hand-fringed in shades of brown, many of the tops Hirsch designed feel like true ready-to-wear. Paired with wide-leg trousers, the two bandeaus made to look like flowers are festive and relaxed. Another bustier, however, comes complete with its own train. How daring.