New York Bridal Fashion Week is typically a closed-door affair, a whirlwind of high-stakes presentations tailored for industry buyers and fashion press. However, designers Tanner Richie and Fletcher Kassel decided to break that tradition by opening the gates to the public, transforming a rooftop into a communal hub for couples navigating the complexities of wedding planning.
On Friday, April 10, the duo hosted the Tanner Fletcher Wedding Fair at the rooftop of Nine Orchard on the Lower East Side. The event served as the grand finale to a demanding bridal week, shifting the focus from the exclusivity of the runway to the practicalities of the actual wedding experience. By inviting the public to engage with both their new designs and a curated selection of vendors, Richie and Kassel aimed to demystify the process of tying the knot.
The inspiration for the fair was deeply personal. Having recently become engaged themselves, the designers found themselves immersed in the “rabbit hole” of wedding coordination. This firsthand experience with the stress and excitement of planning led them to create a space where they could connect with their customer community while simultaneously vetting potential partners for their own upcoming celebration.
“Tanner and I are recently engaged and really went down this rabbit hole of planning a wedding,” Fletcher Kassel said. The event was designed as a bridge between the high-concept world of couture and the tangible needs of modern couples, blending the artistry of their latest collection with the accessibility of independent creators.
A Community-Driven Approach to Bridal Couture
Central to the fair’s identity was a partnership with Etsy. The designers had previously collaborated with the platform for their September New York Fashion Week runway show, and they leveraged that relationship to bring a handful of Etsy wedding vendors to the Lower East Side. This move allowed the designers to integrate the “maker” spirit into the luxury bridal landscape.
For Kassel, the goal was to foster a sense of community. He noted that the fair provided a “perfect opportunity to bring together our favorite things” while allowing the designers to meet customers and sellers they intend to work with for their own wedding and future events. By centering the event on community-driven discovery, the fair moved away from the traditional transactional nature of bridal showcases.
Photo: Rey Photography
From Sacred Spaces to Secret Gardens
The wedding fair was not a standalone event but rather the atmospheric conclusion to a wider narrative. Earlier in the week, the duo presented their weddings and events collection at St. Bartholomew Church on Park Avenue. That showcase was a maximalist, fairytale-inspired production, featuring an array of ruffles, florals, and fanciful suiting that challenged the austerity often associated with traditional bridal wear.
The runway show was structured as a love story, reaching its emotional peak with a ballet pas de deux. The performance featured a prince and his soon-to-be groom, both clad in pastel brocade jackets, symbolizing a modern, inclusive approach to romance and celebration.
When transitioning from the church to the rooftop at Nine Orchard, the designers sought to maintain the aesthetic continuity of the collection. The fair was curated to feel like an extension of the runway, evoking the imagery of the English countryside blended with French antiques. Kassel described the intended vibe as “almost like a secret garden or backyard wedding,” providing a relaxed, romantic backdrop for the public to interact with the garments.
Event Highlights and Design Elements
- Fairytale Aesthetics: The collection emphasized “cake-inspired” details and heavy ruffles.
- Inclusive Tailoring: A focus on fanciful suiting and brocade jackets for all partners.
- Curation: The integration of independent Etsy sellers alongside high-fashion event wear.
- Atmosphere: A shift from the formal setting of St. Bartholomew Church to a “secret garden” rooftop experience.
The Impact of Democratizing Bridal Fashion
By opening a professional bridal showcase to the general public, Tanner Fletcher is tapping into a broader trend within the fashion industry: the desire for transparency and accessibility. For many couples, the gap between what is seen on a runway and what is available for purchase can feel insurmountable. This event bridged that gap by placing the designers, the vendors, and the end-consumers in the same physical space.
The timing of the event—falling on the final day of a busy bridal week—served as a strategic decompression. While the rest of the industry was focusing on wholesale orders and press clippings, Richie and Kassel focused on the human element of the wedding industry. This approach acknowledges that while the garments are the centerpiece, the process of building a wedding is a collaborative effort involving a network of small business owners and creative vendors.
For those interested in the designers’ ongoing work and future event schedules, updates are typically shared through their official studio channels and Tanner Fletcher Studios.
As the designers continue to plan their own nuptials, the industry will be watching to see how their personal journey influences the evolution of their wedding and event collections. The next phase of their creative output will likely continue to explore the intersection of high-fashion romanticism and community-driven accessibility.
Do you think bridal fashion is becoming more accessible to the public, or is the “exclusive” nature of fashion week still the gold standard? Share your thoughts in the comments below.
