The designer behind Meghan Markle and Michelle Obama’s best looks is now making wedding dresses.
If you don’t know the label Safiyaa, chances are you’ve seen its most famous dress: a blue cape-back gown worn by none other than Meghan Markle. Images of the Duchess on a royal visit to Fiji last year went viral almost instantly: This was the first gown she’d been photographed in since her wedding, as well as one of her first public appearances after announcing her pregnancy.
She noticed men didn’t seem to have this problem. Instead of navigating a glut of choices, they could simply go to Savile Row and have a suit made to their every specification. “I wanted to make that available to women, with eveningwear and ready-to-wear made to order and in multiple colors to choose from,” Karnuts says. “I’ve always had the experience of finding a piece I loved and wishing I had it in five colors, so I’d have this wardrobe staple to mix and match.
Karnuts has been able to pull all this off by ignoring the typical fashion startup blueprint. She’s never invested in press or marketing, and doesn’t pitch her brand out to celebrities; until women like Markle and Michelle Obama made Safiyaa a recognizable name, her customers simply discovered the brand through word of mouth. Instead of “front-facing” activities like runway shows and press, she’s focused on the “back end” of her business, refining Safiyaa’s unique on-demand manufacturing.
The results include tuxedos, jumpsuits, and top-and-trouser combinations in Safiyaa’s usual crepe with new hints of sparkle. A sleek column with sculptural sleeves felt familiar, whereas other looks—a sparkling gown with a giant satin bow, or a long-sleeved dress in floaty chiffon—take the brand in a newer, softer direction. “I think a lot of women want to wear something like this down the aisle,” she says.
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