The bridal designer’s Melrose Place store features 200 gowns and custom interior details
Danielle Frankel Hirsch has opened her first standalone boutique in Los Angeles. The New York-based designer, known for her bridal and ready-to-wear collections, chose a location at 8475 Melrose Place for the store, which officially opened last week. The new space contains around 200 gowns and displays pieces from all of her collections. Its interior design mirrors the aesthetic of her atelier in Manhattan’s Garment District, utilizing vintage furnishings sourced locally, along with natural materials and muted color schemes.
According to the designer, the store buildout allowed for deeper involvement in material and design elements beyond clothing. “More exposed to materials, upholstery and furniture development, which you can really see through the collection,” she said. This approach is visible in custom details like tassel belts created by one of the store’s upholsterers, shown over a structured bustier layered with satin petals. Gowns like the Octavia and Adeline feature cascading petal embroidery cut from silk wool, emphasizing handwork and texture.
The latest release is her largest collection to date, with a notable increase in mix-and-match pieces. Frankel Hirsch said the decision to expand the offering of separates was based on how clients prefer to customize their looks. “A lot of women want to feel like they have something really special. I feel that if we offer more separates, they have more opportunity to design within the collection and feel like she created her look with us with guidance from our stylists,” she explained.
Some of the new work includes garments made in collaboration with international artists. These include a resin bodice embedded with real flowers, created with designer Marcin Rusak, and hand-painted silk overlays from a French artist who worked in her studio. The designer also continued a partnership with a Ukrainian artist to produce clay floral jewelry. The latest pieces incorporate a range of couture techniques and sculptural shapes. Among them are a brown taffeta minidress with flared hems, a hand-painted wool silk bustier, voluminous bubble gowns, and a tulle mini with a veil integrated into its skirt.
Frankel Hirsch’s work continues to emphasize exclusivity and craftsmanship, with a focus on individualized garments for bridal and fashion clients.
