Q & A

1. Name/names of label/labels in your portfolio and year each was launched?

Our heritage began with LILLY Bridalwear, first crafted in 1946, and today it embraces a beautiful family of labels: key bridal collections — LILLY, Passions by LILLY, pure white by LILLY, and DIAMONDS by LILLY — alongside specialised ranges such as Mix & Match by LILLY, Maternity by LILLY, and Let’s Party by LILLY, as well as enchanting dresses for flower girls, communion and confirmation.

2. Number of pieces in each collection you will show at the upcoming trade fairs?

We are showcasing a carefully curated selection from all our collections — an inspiring mix of styles from each bridal and specialised range — thoughtfully chosen to reflect the breadth and romance of the 2027 season. (Exact piece count varies by showroom.)

3. Do the collections include best sellers from the previous year?

Yes — we believe timeless beauty deserves continuity. Alongside new designs, we include updated versions of beloved best sellers, seamlessly blending classic favourites with the spirit of the new season.

4. Number of stockists in your home country, and also abroad?

LILLY Bridalwear is proudly represented by about 1.200 stockists across Europe, complemented by our own LILLY stores in Germany and Denmark.

5. The target audience for each label?

Each collection tells its own bridal story:

• LILLY — for the romantic bride dreaming of timeless elegance.
• Passions by LILLY — for the trend-conscious bride seeking contemporary couture vibes.
• pure white by LILLY — for lovers of minimalist luxury, young and mature alike.
• DIAMONDS by LILLY — for the trend-savvy bride looking for an alternative wedding look.
• Let’s Party by LILLY — for stylish women attending weddings, galas and celebrations.
• Mix & Match by LILLY — fashion-forward bodices, lace toppers and bridal skirts designed for individuality.
• Maternity by LILLY — sweet and romantic bridal gowns created for the pregnant bride.

6. Recommended retail price range for each (that brides will pay)?

Bridal gowns range from approximately €799–€1,999.
Eveningwear and party dresses range from roughly €199–€399 — beautifully accessible for both stockists and brides.

7. Fabrics for new season and key colours? Are prints important?

The 2027 season is rich in expressive lace, delicate tulle, softly shimmering tulle, fluid georgette, and luxurious satins and brocades. Colours lean toward creamy ivory and soft champagne tones, with distinctive floral motifs and brocade patterns playing a key role — especially in the Passions by LILLY collection.

8. Size ranges?

Our gowns are designed to flatter every bride and are available in EU sizes 34–54.

9. What are the key silhouettes for the new season?

We present a dreamy mix of A-line, ballgown, sheath and soft fit-and-flare silhouettes, ensuring every bride can find her perfect shape.

10. And embellishments — what will be in demand?

Brides will be enchanted by sequins, pearls, floral appliqués and fine embroidery, all designed to highlight femininity with elegance. Subtle glitter accents and illusion details add modern sophistication.

11. Stand-out details?

• Expect captivating touches such as:
• Illusion lace with refined embellishments
• Pearls and bows as delicate statement details
• Striking silhouettes with bold off-shoulder and cat-eye bodices

12. What do you see as the key trends for 2027?

The 2027 season celebrates:

• Sculptural bodices and expressive décolletés
• Fluid gowns with volume and elegant trains
• Large floral accents in lace, fabrics and embroidery
• Detachable elements such as skirts, sleeves and capes — offering versatility and unique bridal expression

13. Detachables — are they part of your story?

Absolutely. Detachable elements like overskirts, sleeves and capes are central to our Mix & Match by LILLY concept, allowing brides to transform their look from ceremony to celebration.

14. Can you handle special requests, like changes of cut or detail, or sizes?

Yes — we can adjust gowns in size and length and accommodate special requests, ensuring each bride feels truly radiant on her wedding day.

15. Are separates included in your ranges? If yes, what are they?

Yes. Our Mix & Match by LILLY range includes separate skirts, lace tops and satin pieces, as well as a wide selection of detachable sleeves, sheer lace skirts and bridal jackets.

16. Where is your design team based? Who leads it?

Our creative heart beats in Denmark, led by our inspiring in-house Creative Director Eva-Dorthe Smith, together with her protégé, designer Nikoline Ulrich. Together, they unite over 80 years of bridal heritage with the youthful vision of the fourth LILLY generation — creating timeless yet modern bridal gowns and special occasion dresses.

17. Three words to describe the brand personality?

Romantic. Young. Contemporary.

18. Where do you manufacture?

We lovingly craft our collections in Europe — especially Denmark — and in Asia, combining craftsmanship with international expertise.

19. Delivery times from date of order placed?

Typical delivery times range from 2–6 weeks, with special orders occasionally requiring 16–20 weeks.

20. What are you most looking forward to about the upcoming trade fairs?

We look forward to reconnecting with our valued stockists, presenting the 2027 collections live on models, and meeting new partners — sharing inspiration, understanding needs, and strengthening relationships.

21. Will you be running any special promotions during the show?

Yes — we will be offering exclusive trade fair promotions to support our stockists and celebrate the new season.

22. Do you see a demand for two-dress weddings?

Absolutely. More brides are choosing one gown for the ceremony and a lighter, celebratory dress for the party. DIAMONDS by LILLY beautifully supports this trend with elegant and versatile designs.

23. What do you see as most in-demand design features for 2027?

Brides are drawn to:

• Statement sleeves and detachable details
• Minimalist satin gowns with modern draping
• Floral appliqués, motifs and brocade accents
• Convertible elements such as detachable sleeves, skirts and lace toppers — perfect for two-in-one bridal looks

24. Is boho a big feature for you?

We interpret boho through the LILLY signature lens, combining flowing fabrics, expressive florals and youthful silhouettes with timeless elegance.

25. Have you dressed any famous personalities?

Our designs have been worn by Danish celebrities at prestigious events and royal galas, reflecting our reputation for refined craftsmanship.

26. Formal or relaxed — which look will score points?

Both. Formal gowns shine in traditional ceremonies, while relaxed, modern silhouettes appeal strongly to younger, trend-savvy brides.

27. How are you supporting your stockists?

We offer comprehensive support through marketing materials, 24/7 online access to our warehouse, and a complete range of coordinated accessories — all designed to support daily sales and elevate the bridal experience.

28. How are you reaching brides with your message?

We connect with brides through social media, newsletters, inspiring campaigns and collaborations with print and digital publishers. All high-quality imagery and videos are readily available to our stockists via the LILLY B2B platform.