New collection from Jaclyn Jordan reflects bridal needs in 2020


The COVID-19 pandemic guided Jaclyn Jordan Bridal(when considering the creation of its 2021 collection.

Gowns from a previous season for Jaclyn Jordan Bridal.

Jaclyn Jordan, the owner of the brand, said 2020 gave people plenty of trouble between the pandemic and the subsequent economic malaise.

The pandemic alone forced bridal designers such as Jordan to present their new collections virtually rather than on a runway during New York Bridal Fashion Week.

Given the situation across the globe, the brand has opted to create a small capsule collection of just four dresses for next season. The collection is called Shine Bright.

“This is a darker year and we wanted to offer some sparkle,” said Jordan in the virtual presentation of the line.

Jordan said the smaller collection is a recognition that buyers and boutiques will be able to sell less with many weddings being postponed due to current COVID restrictions.

The new line also represents the need to be more budget conscious in the wake of the economic uncertainty brought about by COVID, said Jordan. The American-made brand’s collection is designed to sell for $1,900 on the retail market.

The lower price point is more attractive to brides conscious about their spending, but the dresses are still intended to be something special for the big day, said Jordan.