And For Love - our modern cool-girl label that arrived in May have just had their 5th birthday! To celebrate they did what all badass creatives do and planned an EPIC photoshoot which just also happens to preview their new 2018 collection.
I spoke to the designer behind the brand Angel Spendlove (yes that is her real name - with a name like that how could you NOT be a bridal designer?!) about the brand and the future of life at And for Love, and please guys AFL shoes would be AWESOME!!
How did you get into bridal designing?
People often ask why I started Bridal. Besides the obvious answer, (which is, I hated all wedding dresses back in 2009 and really struggled to find my own bridal gown), it wasn’t so much that I started 'Bridal', but more that I wanted to be part of a movement which would make bridal much current and fashionable, and something that I'd like, actually want to wear. I was pretty sure that I couldn't be the only bride who's wedding fantasy did not involve a tiara, a ball gown or a party that would cost the amount equivalent to a down payment on a house.
Fast forward to 2013, and I had graduated from university with a bachelors degree in design, and had an idea, a concept, and eventually, bought a web domain, secured an instagram name, and that was about it. It wasn't until the fall of 2014 that we were ready to release our first collection, "Bohemian Love", which featured gowns that were totally different than the mainstream offering. Needless to say, we got a lot of rejections, including comments like " that doesn't look like bridal" . People were afraid. And it's true- & FOR LOVE is not for everyone. And that's ok. I firmly believe that brides, no matter what they choose to wear, should wear exactly what they want.
Five years later, and we are more than proud to have been part of the OG #coolbride movement. We've worked with the best of the best, we've created 5 collections, have done photoshoots in Toronto, New York, and Paris, and dressed hundreds of amazing brides for their big day.
What's the best part of your job?
I love seeing pictures of our real brides. Knowing that I designed a garment that's so special in someone's life- that's pretty wonderful.
How do you find juggling motherhood and career?
Honestly- the struggle is real. I love my kid and my job and find it hard to balance both. I'm lucky I have an amazing husband and mother who really are there for me all the time. Also I have an amazing business partner who is also a mom, and our & FOR LOVE team is just beyond. They give it their all.
Who do you see as the perfect & For Love bride.?
Women who don't want a "wedding dress", but want something cool and to look and feel amazing in.
If you could give brides any piece advice about choosing a wedding dress what would it be?
Don't bring anyone to your appointment! The only person who really matters is you, and what you like and your style and what you want to wear. I've seen so many brides who rethink their choice because of a best friend or a family member- who all have good intentions- but really, at the end of the day, it's your wedding and your dress. Be confidant in your decision.
Whats your vision for the future of & For love?
Oh wow! I'd love to have a huge studio and office with flagship stores in major cities over the world. I'd also love to make & FOR LOVE shoes!
Feast your eyes on this beauty of a shoot by Tegan Mierle previewing the 2018 amour eternel collection and let me know which dress is your favourite!