The buzz surrounding Amal Alamuddin's Venetian wedding and even more so, her various wardrobe changes, was not lost on Oscar de la Renta. In fact, the New York-based design house, whose late founder was responsible for creating the bride's wedding-day gown, is set to cash in on just that. According to British Elle, de la Renta has announced that it will include a gown inspired very much by the now Mrs. Clooney's in its 2015 bridal collection. Elle writes, "The gown will be almost identical to the dress Amal wore at her nuptials last month (though not identical, as hers was custom-made), boasting an elegant off-the-shoulder neckline in delicate lace." To this, we say: Brilliant!
If we know one thing, it is that copies of famous frocks are a big market. In fact, brands such as Jovani, ABS by Allen Schwartz, JS Collections and Faviana, all base their businesses on copying the famous creations of others. And as the New York Times recently reported that in 2012 alone, as many as 600,000 wedding dresses were purchased online from unauthorized retailers overseas, which represents hundreds of millions of dollars in lost revenue. Many of the designers consistently targeted include Vera Wang, Elie Saab, Monique Lhuillier, and Marchesa, among others.
Take Prince William and Kate Middleton's April 2011 nuptials, for instance. On the heels of the biggest wedding in recent memory, an array of Alexander McQueen-looking gowns hit the market, many of which were courtesy of the aforementioned brands. Copies of Middleton's dress, as well as Pippa Middleton's maid of honor dress and the emerald green Alice Temperley gown that Pippa wore to the reception, were in heavy demand. In ever-the-smart move, McQueen began offering a dress closely inspired by Pippa Middleton's cowl-neck silk-crepe maid of honor dress some months after the wedding for just over $3,000. It sold out on Net-a-Poter.com, a testament to its demand. In the meantime (aka mere weeks after the wedding), illegitimate copies hit stores and the web.
It seems Oscar de la Renta is not only going to bank on the publicity it has gained in connection with Alamuddin's wedding, but it is also using this opportunity to potentially deter wedding gown shoppers from buying replicas.