You may know designer Mara Hoffman for her colorful, tribal-inspired bathing suits or caftan-like dresses, which instantly make you feel like you’re beachside in Tulum. Last week the designer, known for her bohemian wears, launched a bridal collection perfect for the free spirit who wants to say “I do” barefoot in the sand or on a prairie.
Hoffman started the collection after several customers and friends special-ordered pieces for their big days, including jewelry designer Pamela Love whose outdoor wedding was featured in Vogue last June.
“We had so many requests, we thought it would be a nice thing to give to our customer at an affordable level and really stay true to who our customer is. She’s someone who isn’t necessarily able to spend $5,000 on a dress,” says Hoffman.
The designer and her team started researching prices in other affordable bridal markets, like J.Crew and Anthropologie’s BHLDN line.
“We wanted to see what was out there and be able to offer more,” she says.
The resulting Devotional line is priced between $300 and $1,700, and includes four gowns made in silk georgettes and with intricate beadwork. There’s also a bustier and long skirt set, a veil and, of course, two swimsuits perfect for those seaside nuptials.
Q&A: More with Hoffman
How did you keep the price down?
Accessibility was a big deal, and offering the line direct through our website gave us a way of keeping control of the pricing.
How would you describe your bride?
I like to think of her as the spontaneous bride in the sense that she’s not someone who’s necessarily planning for a year and a half. She might be the runaway bride in the sense they get engaged and she’s running off to the beach and needs something fantastic to wear. She’s a little bit more laid-back, a true bohemian.
If you were getting married tomorrow…
I would want to get married on the beach or maybe in the jungle, probably barefoot, with a shaman overseeing it. [Laughs] I would wear the Lakshmi gown. I love them all, but that one is very me.
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