While some aspects of the wedding dress industry feel predictable, New York-based atelier Danielle Frankel is achieving the opposite. The 2017-founded brand, which began on a small scale in New York’s Garment District, has since welcomed a 4,200-square-foot mega-showroom, with future brides vying for a spot on the fitting appointment list. The momentum continued with Frankel bringing her world of avant-garde dress design to Los Angeles’ Melrose Place earlier this year, and it’s equal parts luxury, laidback and quintessentially Angeleno.
Natural fibers and a soft color palette create a lush atmosphere at Danielle Frankel's L.A. bridal boutique.
“After over two years of searching for the perfect location, I knew this property on Melrose Place was the ideal home for us when we were presented with the opportunity,” says founder and creative director Danielle Frankel. As an L.A. native herself, the atelier opening is a homecoming of sorts for the designer. “Having been born and raised in Los Angeles, it is incredibly meaningful to me to have opened my first store in this city,” she shares.
“Having been born and raised in Los Angeles, it is incredibly meaningful to me to have opened my first store in this city.” –DANIELLE FRANKEL
Frankel tapped interior designer Augusta Hoffman for the project after previously collaborating on the brand’s NYC showroom. The finished look is a stark departure from the bright lights and bustling energy typically found in bridal parlors. At Danielle Frankel, the space strikes a balance between natural fibers, a refined color palette and locally sourced vintage furnishings. A curated selection of meaningful objects creates a sense of home while preserving the magic of the atelier experience.
Founder and creative director Danielle Frankel started her namesake brand in 2017.
In terms of dresses, guests will find ready-to-wear pieces in fabrics such as delicate lace, lush silk and pleated satin, or have the opportunity to craft a custom gown of their choosing. Those who’ve had the exclusive opportunity to book a fitting appointment share that just two guests are permitted and to expect the team not to pick out dresses for you, but rather to share subtle suggestions to steer you in a direction most in line with your tastes.
Each of Danielle Frankel's dress designs strays from bridal norms in pursuit of the wearable extraordinary.
With celebs like Alexandra Daddario, AnnaSophia Robb and Alex Cooper already sporting the brand at their weddings, this bicoastal step makes perfect sense for Frankel. “We have already established a strong clientele in Los Angeles, so I am thrilled we can now offer the Danielle Frankel experience beyond our New York atelier,” she shares. If an engagement is in question, consider making the call sooner rather than later; the “cool girl” bride atelier is on the rise—and everybody wants in.
