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Landing on Susan Alexandra’s Instagram page is like entering a parallel universe. An earring dangling from green and yellow corn literally Corned to a makeshift bra top made from fruit-shaped coasters, the brand’s feed is a vibrant kaleidoscope of content that you can’t help but want to get a little lost in.
This is the world of Susan Alexandra, the beloved brand that has managed to accomplish perhaps one of fashion’s most elusive tasks: having an undeniably distinctive vision. With intricate, over-the-top beadwork, Susan Alexandra has become a retailer of choice among the celebrity set, building a following among the likes of Emily Ratajkowski, Gigi Hadid and Emma Chamberlain.
And now, the brand is venturing into the bridal space with a collection of embellished beaded accessories, from crowns to capelets to champagne bags.
“We were getting questions [bridal] So long,” Susan Korn, the brand’s founder and creative director, told PopSugar. “And finally, we were like, ‘Okay, let’s actually do something about it.'”
It makes sense to branch out and keep that offer for brides looking for that bold, vibrant, signature Susan Alexandra touch for their big day. The brand is already producing one-off bridal items, Korn revealed, ahead of the official launch. Custom requests were primarily custom bags that brides would wear on their wedding day. Another popular specialty item? Grooms looking for whimsical, unconventional ring boxes.
“We’ve done a lot of custom versions of them, like with different initials on them and different colors and designs,” Korn says. “It was really, really beautiful. We were doing so many of them that I was like, ‘Let’s have them exist as a permanent thing in the collection.'”