Industry Interview: Wedding Inspirations Magazine Editor

Nicole Allen shares her industry perspective

This month Enzoani interviewed Nicole Allen, Editor of Wedding Inspirations Magazine, and she shared her perspective on upcoming trends, how the industry has evolved and more! 
1. Describe your magazine, what makes you different?

Wedding Inspirations is one of South Africa’s best – and most respected – bridal magazines. On shelf quarterly to coincide with the seasons, our aim is to provide brides with a bright, brilliant mix of information, advice and ideas for their big day. Our strong editorial content and emphasis on quality are what sets us apart from our local competitors. We are not merely a directory of wedding suppliers and service providers, nor do we focus solely on real weddings. Instead, Wedding Inspirations covers everything a bride (and her groom) needs to know – from bridal fashion and beauty to reception themes, cakes, flowers, stationery, creative DIY details, hot honeymoons and more! Our advice is useful and practical, and our shoots are beautiful. We keep a close eye on international trends and also celebrate local talent, making us an indispensable guide for anyone involved in weddings!

2. What bridal trends are you expecting in 2013?

In terms of actual themes, last year’s weddings were quite small and laidback (lots of garden and farm-style celebrations), whereas this year, there’s a definite trend towards sophisticated glamour and urban settings. Couples are still prioritising quality over quantity though so intimate weddings (with numbers of 80 people or less) remain popular. Fabulous, on-trend reception themes include anything with art deco or Gatsby leanings, botanical inspiration and a more natural, eco-conscious feel. The black and white wedding look is a timeless classic that’s going to become huge again thanks to the fashion world’s current obsession with monochromatic dressing. DIY remains popular and most weddings we’re seeing include some handmade details at least; recycled elements too which is great for the environment. As far as food is concerned, fresh and seasonal are the current key words; organic as well if there is sufficient supply and the bridal couple can afford it. Menus are becoming increasingly personal (as with all elements of the wedding, really) and couples are choosing to serve dishes they love. Wedding food has also become a lot more fun with things like candy stations and dessert buffets now the norm. In South Africa, we’re seeing a lot of local artisan produce celebrated at weddings as well (things like cheeses and craft beer), which is great.

3. What have you seen from Enzoani that have helped keep us fresh?

We love the Enzoani dresses and regularly feature them in our fashion editorials! The designs are a perfect combination of classic and contemporary and I’m especially drawn to the label’s use of lace. I also love that it was one of the first ready-to-wear labels to create belts which brides could use to instantly transform their wedding dress. In recent collections, it’s the silhouettes, back details and subtle embellishments that most appeal. The cocktail wear is also lovely and youthful and fresh.

4. Which Enzoani gown is your favourite and why?

There are too many to choose! If I had to single out a few dresses though, my current favourites include Fada from Blue by Enzoani 2013. I love the higher neckline (so seldom seen in South Africa), the romantic lace and the figure-flattering silhouette. Other favourites, from the same collection, are the Farber design (so chic!) and the Floro dress, which has wonderful floral detail and a fabulous asymmetric neckline.

5. How have you seen the bridal industry change over the years?

I’ve only been part of the wedding industry for two years but in that time I’ve seen so much fresh, creative talent emerge. There is lots of competition and within the local bridal industry standards continue to climb. Weddings have become much more personal over the last few years and couples are constantly being encouraged to style a day that reflects their individual personalities and tastes. The result is definitely more interesting weddings! Brides and grooms have also become more discerning; they are in touch with trends, know what looks good and have high expectations of their suppliers and service providers. And while weddings are still about the couple saying “I do”, there is a growing movement towards creating a memorable occasion for your guests, certainly at the reception, but ideally from the moment they arrive at your wedding ceremony too.

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