Here Comes The Bride

Azzi & Osta Designs Have Decorated Many A Red Carpet And Have Been Worn By A-listers And Royals Like Queen Rania And Beyoncé. The Lebanese Power Duo George Azzi And Assaad Osta Have Now Launched A Ready-to-wear Bridal Line To Wow The Groom And Wedding Guests Alike

Titled New Beginnings Azzi & Osta’s second bridal Ready-to-Wear line epitomises the modern-day bride. Featuring 17 looks ranging from gowns to suits and cocktail dresses, each piece is a riff on classic bridal silhouettes infused with updated conceptual design details such as bubble hems, three dimensional appliqués and waist-defining peplums.

As the concept of a wedding continues to broaden, designer labels, such as Azzi & Osta are leading the way in creating new visual expressions when it comes to contemporary bridalwear. As both George and Assaad state, “[The Azzi & Osta bride] is a modern bride, one that is romantic as well as rebellious. Loves tradition yet is creatively reinventing herself. She is looking to dance and enjoy her own party.” For the design duo, innovating means designing a collection that includes a myriad of different styles, each catering to the many iterations of who the modern bride could be.

From an early age, both George and Assaad were heavily influenced by the strong women in their lives and continue to be galvanised by the idea of designing clothes that allow the wearer to feel empowered and confident in their own skin. Famously, they’ve dressed a series of notable leading names for some of the biggest nights of their careers. Think back to Queen Bey arriving at the 2018 Pre-Grammy gala donning a black silk, crepe Azzi & Osta gown.

As the two designers see it, everyone deserves to have a main character moment. What better way to celebrate women than to help them fulfil their most fantastical dreams on their wedding day? Assaad adds, “The main catalyst for the launch was the COVID period – when we realised a bride will not stop despite the whole world halting for a while.”

The Azzi & Osta brand has always radiated a certain The Designers exuberant joyfulness, which is ever so palpable in this debut collection and its accompanying campaign. Perhaps the designers’ lust for life can be attributed to their Lebanese roots – a culture famously known to champion joie-de-vivre par excellence. “The diversity of cultures and colours and environments you see in Beirut are what fuel our creative juices, we get inspiration from Beirut specifically on a daily basis, explains Assaad.” No doubt an Azzi & Osta dress, adorned with glistening embroidery and larger-than-life floral appliqués encourages us to move through the world embracing the whimsy of life to the fullest.

While George and Assaad have always shared a deep appreciation for the traditional techniques of couture, their talent lies in their ability to simultaneously consider the commercial viability of their designs. “At launch, Azzi & Osta was more experimental and sculptural than focused on the commercial, today we feel we almost perfect the two worlds,” George tells Bazaar Bride. “Keeping creativity and experimentation in the realm of our designs while also keeping commerciality at its core.” Each piece in the Ready-to-Wear bridal collection is imbued with a homage to couture-like precision and artistic flair, but revels in its wearability.

While the use of mixed fabrics and exaggerated volumes make each piece unique, there is a steady undercurrent of versatility that traverses through the collection. Except for a few princess gowns, the majority of the items have been designed with the intention of being re-worn and re-styled. As George states, “We design styles that are meant for receptions and civil weddings, with the ability to re-wear again easily to other occasions.” The launch of the Azzi & Osta’s RTW bridal line marks a new chapter for the brand. It’s refreshing that such a renowned brand is encouraging women to be authentic to their own sense of style on their big day.

For more information visit: azziandosta.com

Images: Supplied

From Harper’s Bazaar Arabia’s Bride Spring/Summer 2024 issue.