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pure white by LILLY 2026
Scandinavian Elegance & Modern Clean-Chic
LILLY, a renowned name in European bridal fashion, proudly presents its bridal gown collection, 'Pure White by LILLY.' This exquisite collection seamlessly blends Scandinavian aesthetics, elegance, and modern clean-chic into feminine bridal designs.
The hallmark of 'Pure White by LILLY' lies in its clean-cut lines, embracing sculptural minimalism that defines sophistication. The collection showcases a harmonious fusion of classic and contemporary elements, ensuring each bridal gown is a timeless masterpiece.
'Pure White by LILLY' redefines the art of wedding couture with its understated yet sophisticated designs. The collection boasts a wide range of necklines, from classic Bateau and V-neck to modern Carree and jewel styles, ensuring every bride can find a perfect match for her unique personality and style. The silhouettes, including soft sheaths, flattering columns, and timeless A-line dresses with sweeping trains, are meticulously crafted to enhance each bride's natural beauty, embodying the brand's commitment to elevating the chicness of a pure and minimalist bridal look.
For more information about 'Pure White by LILLY,' please visit www.lilly.eu
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Q & A
1. Name/names of label/labels in your portfolio
LILLY Bridalwear was launched in 1946. It includes four key bridal collections and several specialised collections:
- Bridal: LILLY
- Bridal: Passions by LILLY
- Bridal: pure white by LILLY
- Bridal: DIAMONDS by LILLY
- Bridal: Mix & Match by LILLY
- Bridal: Maternity by LILLY
- Party: Let's Party by LILLY
Furthermore we have a full collection of dresses and accessories for Flowergirls, Communion and Confirmation dresses & accessoires under the label LILLY
- LILLY Flowergirls & Festive children Dresses
- LILLY Communion dresses & Accessoires
- LILLY Confirmation
2. Which Trade Show will LILLY be exhibiting at?
- Hamburg: NordBraut
- Essen: European Bridal Week
- Rome: Rome Bridal Week
- Barcelona: Barcelona Bridal Fashion Week
3. Do the collections include carry-overs from the previous year?
Yes, we incorporate updated versions of bestsellers, aligning with the latest trends while maintaining customer favorites in our Carry-Over selection.
4. Number of stockists in your home country and abroad
We have over 700 stockists in Europe, and of course our own LILLY stores in Germany and Denmark.
5. The target audience for each label
- LILLY : Brides seeking timeless romance. She is young and very romantic.
- Passions by LILLY: Trend-conscious brides looking for bold, contemporary designs.
- pure white by LILLY: Brides favoring minimalistic, modern elegance. Both young and mature brides.
- DIAMONDS by LILLY: Brides looking for a dress for destination wedding or second dress for the grand wedding.
- Let's Party by LILLY: Women attending formal events like weddings and galas.
6. Recommended retail price range for each (that is the price brides will pay)
Bridal gowns: €699–€1,999
Eveningwear and party dresses: €199–€399
7. Fabrics for the new season and key colors? Are prints important?
The new season will feature expressive lace, delicate tulle, glitter tulle, soft georgette and rich stretch. Colors include cream, blush, champagne, and soft layered hues of ivory. Expressive florals are key, especially in the new organdy brocade in the PASSIONS by LILLY collection and mega-florals in a number og LILLY-designs.
8. Size ranges
Our gowns are available in EU sizes 34–54.
9. Key silhouettes for the new season
The LILLY collections include A-line, ballgown, sheath, and fit-and-flare. As well as Mermaid styles in rich stretch for perfect and comfortable fit.
10. Embellishments - what will be in demand?
Sequins, pearls, and floral appliqués take center stage in the new LILLY creations, artfully enhancing feminine curves with intricate patterns and thoughtful design. Delicate glitter accents and fine embroidery will draw attention to the brides waistline, adding just the right touch of elegance.
Less is more—transparencies and deconstructed cuts have been skillfully incorporated in the new LILLY bridalgowns, to highlight the feminine silhouette with modern sophistication.
11. Stand-out details
- Illusion Lace version 2.0 with added embellishments and with a subtle lining.
- Elegant necklines in square og deep bateau
- Minimalistic designs - Less is more
- High thigh slits for added drama and sensuality
12. Key trends for 2026
- Floral patterns in embellishments, fabric and lace
- Detachable elements like overskirts, sleeves and capes
- Dramatic side slits
13. Detachables - are they part of your story?
Yes, detachable elements like overskirts, capes, and sleeves from our Mix & Match by LILLY collection can be styled with the gowns and dresses from the bridal collections, allowing brides to customize their look.
14. Can you handle special requests, like changes of cut or detail, or sizes?
Yes, we can accommodate custom requests in size and lengths.
15. Are separates included in your ranges? If yes, what are they?
Yes, we have dedicated a collection to this: Mix & Match by LILLY. Seperate skirts in different designs and a wide range of lace and satin tops are available.
16. Where is your design team based? Who leads it?
Our design team is based in Denmark, led by our in-house creative director Eva-Dorthe Smith.
17. Three words to describe the brand personality
Romantic. Young. Contemporary.
18. Where do you manufacture?
We manufacture both in Europe mainly Denmark, and also in Asia.
19. Delivery times from the date of order placed?
Delivery times are 2–6 weeks, depending on the style. For special orders it can be up to 16-20 weeks.
20. What are you most looking forward to about the upcoming fairs ?
We’re excited to reconnect with our existing LILLY stockists and showcase our brand-new 2026 collections on our models. Of course, we’re also actively seeking new stockists in key areas and look forward to meeting potential partners in person. Engaging directly allows us to understand their unique challenges and explore how LILLY can support, assist, and collaborate to make their daily operations smoother and more successful.
21. Will you be running any special promotions during the show?
Yes.
22. Do you see a demand for two-dress weddings?
Absolutely! More and more brides are opting for a formal gown for the ceremony and a lighter, party-ready dress for the celebration. Our DIAMONDS by LILLY collection is designed with this trend in mind, offering elegant options that seamlessly transition from “I do” to the dance floor.
23. What do you see as the most in-demand design features for
- Statement Sleeves – From airy bishop sleeves to elegant off-shoulder designs, delicate sleeve details will enhance both classic and contemporary bridal looks.
- Minimalism – Flowing satin gowns with clean lines and subtle draping will continue to captivate brides seeking modern sophistication with a timeless touch.
- Florals – 3D floral appliqués, brocade and soft glitter tulle will add depth and dimension, creating a dreamy, ethereal effect.
- Corsetry – Structured bodices with exposed boning or soft draping will beautifully define the waistline, striking the perfect balance between femininity and couture craftsmanship. The basque waistline is making a comeback—this time with a subtle, sophisticated twist!
- Two-in-One Designs – Detachable trains, overskirts, and transformable elements will cater to brides who want both grandeur for the ceremony and a playful, dance-ready look for the celebration.
24. Is boho a big feature for you?
We have re-interpreted the boho trend in our own signature LILLY style, featuring rich, flowing fabrics, standout floral designs, and an emphasis on youthful silhouettes and timeless elegance.
25. Have you dressed any famous personalities?
Famous personalities is a broad concept today—do influencers count? (check this Link) In Denmark, our designs are often represented at royal galas and have been worn by several Danish celebrities at prestigious events, highlighting our reputation for elegant craftsmanship.
26. Formal or relaxed, which look will score points?
Both are popular. Formal styles are perfect for traditional ceremonies, while relaxed designs appeal to younger, trend-savvy brides.
27. How are you supporting your stockists?
We are a one-stop-service: we provide marketing materials, online 24/7 access to our warehouse and full range of accessoires that complement our dresses in style, colour and design.
28. How are you reaching brides with your message?
We connect with brides through social media, newsletters, and our website, where they can explore our collections, find their nearest stockist, and book an appointment. Additionally, we collaborate with publishing companies in Scandinavia and Germany for both print and digital advertising and PR.
To support our stockists, all videos and imagery are available on our B2B platform, ensuring they have high-quality content ready to use on their social media channels at any time.