In my past life I worked in the weddings business and if there was one wedding planner whose work I always loved, it was Yifat Oren. Simply put, she is one of the most talented party planners out there–every event she styles is somehow more beautiful and unique than the last.
So when I heard she was branching out and doing a line of bridesmaids dresses with Rory Beca–who we also love here at SHEfinds–I just had to get exclusive deets. Here, Yifat talks about what makes her bridesmaid dresses different than the rest and why all of the A-listers request her by name.
SHEfinds: How did this collaboration with Rory Beca come about?
Yifat Oren: I’ve produced many weddings around the world for some of the world’s most discerning ladies. One of the most common gripes over the years has been a lack of chic, stylish bridesmaid dresses. While looking for sophisticated, fashion-forward dresses, brides also want their bridesmaids to look and feel their best, no matter their shape or size. There was not much out there that offers elegance, style and a price point that is palatable for many people. I’ve known Rory for a while and love her style sensibility and the fit of her clothes. The collaboration was borne out of our mutual respect and admiration for each other’s work and fell into place organically. Though we have a different aesthetic point of view we definitely have compatible aesthetics and are both able to bring something different to the table that we believe has resulted in the stunning creation of MAID.
SF: What was your thought process when designing the gowns? How are they different than other bridesmaid options?
YO: We wanted to create a line of bridesmaid dresses that were easy to wear, unfussy yet refined and that can really be worn again (not just on the wedding day). We also wanted to create a line of dresses that is affordable and accessible to all women. MAIDS is unlike other bridesmaid dress options because it is a fashionable dress foremost, then a bridesmaid dress. And really, women will want to wear them again.
SF: You’ve done some of the biggest celeb weddings ever–how did you get your start in the business?
YO: I was quite young when I started, and very eager. I took on any client that would have me. I have always loved the design aspect of this business and I took the time to hone my skills and define myself that way. I have become known for an aesthetic that is at once opulent and yet highly understated. I think it’s my ability to see the macro, the overall vision of the event and the technical production, and well as the very minute and beautiful details that has helped propel my work to the highest level. It’s really why I love to do it. I don’t pursue celebrities but I am happy to count some of my favorite actresses as clients and friends including Reese Witherspoon, Drew Barrymore, Cameron Diaz, Natalie Portman, and Anne Hathaway.
SF: You’ve seen countless weddings–what’s the one most important piece of advice you give your brides?
YO: Well, know when to practice restraint. I have seen some clients just keep going and going, until the original design has really lost its integrity. Remember, more is not necessarily more beautiful. I think the trend is to exercise understated elegance.
SF: What are some of your favorite wedding trends these days?
YO: Well, let’s just hope we can retire the mason jars pretty soon please. The only way I can answer this question is that my favorite trend is not to follow trends, but rather create your own. #pinnomore
Click through the slideshow to shop Yifat’s new bridesmaid collection now.
And be sure to check out cute ways to ask your friends to be your bridesmaids and things you should never say to your bridesmaids.