Who is LILLY?
LILLY is the Danish house of bridal fashion that has shaped the European bridal industry since 1946. Founded by Lilly Hansen in post‑war Denmark, the brand quickly earned a reputation for extraordinary craftsmanship, attention to detail, and the ability to create beauty even when textiles were scarce. Today, LILLY’s designs are sold in more than 2,000 selected bridal stores across Europe, as well as in the company’s own boutiques in Denmark, Germany, and Sweden.
With a beautiful and diverse portfolio of brands—LILLY, PASSIONS by LILLY, DIAMONDS by LILLY, and purewhite by LILLY—the company offers a complete full-service concept to retailers. Each label has its own character, ensuring every bride finds her perfect style, from classic elegance to modern fashion-forward silhouettes. The collections are complemented by an extensive selection of accessories, eveningwear, and special-occasion designs, along with enchanting styles for flowergirls, communion, and christening.
Behind every gown stands the creative vision of designer Eva‑Dorthe Smith, whose constant innovation and close dialogue with brides and retailers ensure that LILLY’s collections feel both contemporary and deeply connected to customer needs. Now led by the founding family’s third generation, LILLY continues to combine Scandinavian design heritage, outstanding service, and exquisite quality—making the brand one of Europe’s most trusted names in bridal fashion for more than 75 years.
Who is LILLY?
LILLY is a Scandinavian bridal fashion house founded in 1946 and today one of Europe’s most trusted bridal brands. Known for exceptional craftsmanship, timeless design, and a deep passion for bridalwear, LILLY is sold in over 2,000 selected bridal stores across Europe, as well as in the company’s own LILLY boutiques.
With a beautifully coordinated portfolio of bridal labels—LILLY, PASSIONS by LILLY, purewhite by LILLY, and DIAMONDS by LILLY—the brand offers retailers a complete full-service concept, from classic elegance to modern, fashion-forward styles. Every collection is designed in Denmark by Creative Director Eva-Dorthe Smith, whose close connection to brides and retailers ensures fresh, inspiring designs each season.
For more than 75 years, LILLY has united heritage, quality, and contemporary Scandinavian style—bringing unforgettable bridal moments to brides all across Europe.