← The Who What Wear Podcast
The Who What Wear Podcast
How Wiederhoeft Designer Jackson Wiederhoeft and LOHO Bride Founder Christy Baird Are Bringing Individuality Into Bridal Fashion
00:35:32
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- [00:02]
Nikki Schwatt
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- [01:24]
Lauren Egertson
Welcome to the who, what where? Podcast, your direct line to the designers, stylists, beauty experts, editors and tastemakers who are shaping the ever evolving world of fashion. I'm who what Wears? Editorial director Lauren Egertson. And today I have the pleasure of chatting with two of the most exciting names in bridal fashion. Jackson Wiederhoft and Christy Baird. Jackson is the founder of the Demi couture and bridal line, Wiederhoft. And Christy is the founder of Loho Bride, an incredible Los Angeles bridal salon where you can find the most unique bridal brands. I would know. I found my wedding dress at loho. Jackson and Christy are a match made in bridal heaven. Christie was one of Viederhoff's first wholesale accounts, and they share the same goal of finding the individuality and personality of every bride they work with. They're chatting with me today about the trends they're noticing in the bridal space, how they approach working with brides, and their top tips to avoid a wedding dress disaster. It's all coming up on who, what, where. First of all, I'm so excited to have you both here. Thank you for taking the time. Christy, I have a very personal relationship with you and Jackson. I've been such a fan for so long. I was so lucky to go to a trunk show when I was getting married, when it was at Loho.
- [02:37]
Christy Baird
So full circle moment.
- [02:39]
Lauren Egertson
Yes, totally. So, yes, welcome to the show. But for those of you who are in our audience who may be a little less familiar, Jackson is the incredible designer behind Wiederhoft and its demi couture and bridal lines. And Christy is the founder of the amazing LA bridal boutique Loho Bride. And I'm so excited to talk to both of you about bridal fashion from these two different perspectives, which is curator and designer, and also how you both work together.
- [03:03]
Jackson Wiederhoft
Yeah, thanks for having me.
- [03:04]
Christy Baird
Thank you.
- [03:05]
Lauren Egertson
So I'd love to kind of start at the beginning. So, Christy, can you tell us a little bit how you fell in love with the industry and got your start in fashion and bridal?
- [03:13]
Christy Baird
I would say I fell in love with fashion in high school. I took a sewing class and ended up becoming the ta. And I just fell in love with reconstructing stuff. So I would go thrifting and I would kind of do the Urban Outfitters thing and add lace to a shirt or things like that. My parents really encouraged me to take sewing classes. I was by far the youngest person by probably 40 years. I took those when I was in high school. I made my own prom dress, and so it was just always kind of in the back burner. I went through college and was working in tech. Not really sure if it really felt like me kind of lost. By the way, I'm just going to preface. I've been to over a hundred weddings, so it very much was a part of my life in my 20s, especially one year when I was 24, I had nine weddings to attend. And of course, I started just getting curious because I was nowhere near getting married. But I interviewed a lot of the brides and just wanted to know how their experience was. And like, all of them, especially more fashionable brides, said that the dress shopping experience was actually not what they had hoped for. It was very pushy. It was very salesy. It didn't feel genuine. It didn't feel like the stylist was paying attention. And that really shook me a little bit. And so that's what kind of got my curiosity going. And because I was broke, I started reconstructing vintage bridal gowns. Like, brought the high school class back into the mix, and I was slinging those on Etsy and selling them online and shipping them during my lunch break. And that kind of turned into me taking fittings in my little tiny studio in San Francisco. And I started showing those vintage dresses and selling them. I probably had, like, 15 at a time. It was so small. And that's when I really fell in love experience. I didn't care to do the designing much. I just did it just to have something to sell. But I really fell in love with the Bride and how special it was and how unique I made them feel in this tiny little studio. And that kind of put me on the journey to start a store. So not your typical kind of lead up, I would say.
- [05:11]
Lauren Egertson
Yeah, definitely not. But I love that because it kind of shows your organic transition into the bridal world. It's like you heard everything that was going on and all of the pain points in the process and found a solution. So what was your initial concept for loho? What was your goal or plan for starting a bridal boutique?
- [05:28]
Christy Baird
Yeah, so funny enough, I had never been to a bridal shop, so I really, truly had no idea what I was doing. I got into it at 24 and then by the time I opened, I was 27. I'd say my core friends were not engaged at the time, but they were really fun muses. So I would ask them what would they want, and I ended up just throwing a pop up, which was crazy. It was a one day pop up, which, looking back on it now, that was silly. But I didn't know what I was walking in on. And I'd say over a hundred brides showed up in San Francisco, all getting naked behind room dividers, all just so stoked because we brought in some Australian designers that were really hot at the time. Siddy from Stone Cold Fox came up and we just wanted to learn what people were looking for. And that really built kind of the foundation for loho, which was a genuine experience. Hard to find designers that they were finding on Pinterest, but they had nowhere to go. And just really being a friend in their corner. And a lot of these things sound quite simple, but no one was really doing it at the time. And social media had just come out. And so I just was so inspired by all these designers that were not available. So that's how I started off. And it was a very, very small showroom in San Francisco. One fitting room and like two racks. So truly started from nothing.
- [06:41]
Lauren Egertson
That's amazing. I love that. I can't believe you got that many people.
- [06:45]
Christy Baird
I know.
- [06:46]
Lauren Egertson
Your first time.
- [06:47]
Christy Baird
Yeah. And I will say, for those that are thinking of starting a business, that actually ended up being my proof of concept. And I didn't even know it. And so when I did get a small business loan through the sba, all I had to do was show them the numbers from this one day pop up and the photos and we actually sold 20 gowns in one day, which is an incredible trunk show. Now that happens over weekends or two weekends. So I would really suggest just Testing stuff out before going all in, because that ended up being my holy grail.
- [07:16]
Lauren Egertson
And what about you, Jackson? I believe from my research, that you fell in love with fashion through theater and costume design. Is that right?
- [07:24]
Jackson Wiederhoft
Yeah, totally. Bridal wasn't the first lane. Kind of something I, like, came into over time and fell in love with during the journey. I launched the brand October 2019. So it was, like, right before COVID which was tricky, because then, like, a few months later, we're in this global lockdown, and I was locked in my apartment. And I don't know, I was always nervous about bridal because it is such a specific industry, and I didn't want to take away from the work I was doing. And I think sometimes in fashion, people view bridal as less than. But then once I got into it, I realized it can be just as much, if not more. And it is, for so many people, one of the most important days of their lives, when they feel the most beautiful and special. So I just, over time, realized there is so much creative space within bridal. There's so much space for storytelling and beautiful design, beautiful moments that I kind of relate to my theatrical background in terms of always valuing the emotional impact of a garment and what that can do for the wearer, for the viewer. And then over time, bridal's become our bread and butter and, like, the core of the business. I fall in love with it, like, every day. I opened the showroom here, like, a year in because I was selling out of my apartment, which is, like, limiting. So, yeah, now we're like, four years in this space in our showroom.
- [08:33]
Lauren Egertson
That's amazing.
- [08:34]
Christy Baird
We're both slinging out of our apartments. I love that for us. I didn't know we had that in common.
- [08:39]
Lauren Egertson
I love it.
- [08:39]
Jackson Wiederhoft
Go start somewhere.
- [08:40]
Christy Baird
Yep. Exact prime examples.
- [08:43]
Jackson Wiederhoft
Yeah.
- [08:45]
Lauren Egertson
And, Jackson, when you're designing bridal pieces specifically, do you approach it in a way that's different than your ready to wear or, like, demi couture line? Or is your process similar? What's your kind of philosophy?
- [08:56]
Jackson Wiederhoft
I've learned so much from bridal that has informed my design process as a designer designing for the Runway. A lot of the times, you know, you're trying to make an impactful statement about what's beautiful or interesting. But I think for bridal, it's so much more about the wearer. My background in theater was always, like, telling the story of a character through the clothing, and you're trying to just, like, create a story with the visuals. Whereas for bridal, it's more like you're trying to reveal who someone really is. And so many brides that come into the showroom, I think what Kristi was saying about, like, you really want it to be a special experience. But I get so many clients who say they've been shopping. They just feel like they're dressing up as, like, the idea of a bride or, like, cosplaying. So I think what I've learned through bridal and the design process is it's so much more about revealing oneself than hiding oneself with too much information. And it's really almost the opposite of how I would sometimes design a Runway piece. But actually, that sense of, like, inner revelation that I've learned from bridal, I feel like has really impacted how I design for ready to wear, for evening, for a Runway, for anything.
- [10:02]
Lauren Egertson
I totally agree. I just got married in November, and it's actually something that I was shocked by outside of my experience at loho, but, like, my first couple dress try on appointments at the big, you know, beautiful heritage brands, which are amazing and perfect for some people. I was so shocked by how little I recognized myself in some of these very stuffy yet beautiful gowns. And then I think that caused this weird identity crisis of, oh, well, this is how a bride, quote, unquote, should look, and why don't I feel good and why am I not excited? And I think that's when my journey with Christie really started and hugely came into play, because I feel like what she does and what you do is really find that kind of niche within each person's personality and that individuality within a bride. It could be an accessory that makes them feel like themselves. It could be a certain kind of fit that you do something custom for them. Like, I think the industry's kind of gotten a little backwards in that way, and I feel like we're starting to make a U turn. And I think you two are definitely leaders in. In that space.
- [11:01]
Jackson Wiederhoft
Thank you.
- [11:02]
Christy Baird
Oh, thank you. That's a huge compliment.
- [11:04]
Lauren Egertson
Oh, my gosh. No. Of course. That's why us fashion girlies are, like, so thrilled by both of you, because it feels like such a breath of fresh air. So where do you two see the overlap that made you want to work together? How did your relationship come to be?
- [11:16]
Christy Baird
I think Danielle Frankel actually invited you to one of our dinners that we did with Happy Isles, and she was like, he really is just going to blow you away. And he has such an important voice. And the next bridal market, we got to see, see, and meet him. And something I look for in designers is like, can I just get immersed into the world the second I walk into the showroom? And everything down to how the showroom was decorated, to just his sense of humor with his poodle cookies. And there's just so much that just brings him and his playfulness to life. And then the garments itself are just so special. And there's no voice like this happening in bridal. And I think at that time especially, I was feeling a little bit of a lull. I had a lot of, okay, we've seen that. Okay, that's just reinvented this again. And I was really feeling a little stuck. The second I walked in there, I was like, yes, this is what I think the bridal world really needs. And it was just a special moment. It's one of those career moments that you're just always going to remember.
- [12:14]
Jackson Wiederhoft
Thank you. Of course, I think I had for a while given up on the idea that a store might be interested in, like, carrying the brand, because I think within the bridal industry growth tends to be really slow and the American bridal market tends to be more traditional. And so then meeting Christy and the team, it was like, these are people who are really, like, tastemakers working actively to redefine what bridal can be and just really create a space for, like, new and interesting points of view, while also maintaining a point of view which touches on tradition, but it isn't necessarily defined by it. So it was really great meeting them. And not many bridal industry people were at the time necessarily so into it. So it was just cool meeting someone who I really respect and who could see where it could go.
- [12:58]
Christy Baird
Oh, we had the poodle veil on. We were, like, so into it. Veil, just gasping at everything. It was so refreshing. And I love the tagline, cryptic, yet relatable, that's in your bio, because that just describes exactly what I felt like we were witnessing in bridal history with that. So.
- [13:16]
Lauren Egertson
So, yeah, speaking of taglines, we were on your website, Christie, and it says that our mission is to curate hard to find designers and offer a tailored experience for brides who don't identify with the mainstream aesthetic. So can you talk a little bit about the typical process for you of discovering those hard to find designers? Because that's definitely the standout, I think, for most people.
- [13:37]
Christy Baird
With loho, first and foremost, I think I'm really lucky. The fact that someone like Danielle would be like, oh, you would love Jackson's work. So there's a little bit of that just obviously being established in the industry now. But I've been in the industry for 14 years and there's no hiding that I really want to push more non traditional fashion forward brands. So when I lucky something like that happens and it comes to me. But just like brides find things, I'm always on Instagram and Pinterest just seeking new things. The algorithm's working for me in that regard already, I think. And then also just be open, like you don't need to be a bridal designer. I'm really interested in certain brands that I think have a point of view on doing a capsule or exclusives or really coaching them through that process. Because going from ready to wear to bridal, you know, it's completely different world. So that's actually a passion of mine is like really getting to help some designers that maybe didn't start in bridal get into bridal as I'm trying to push this agenda of mine, basically. And then markets, of course, you know, we always go to New York, bridal market, Barcelona bridal market. But there is so much overlap happening between ready to wear and bridal, so we've gone to Paris before. I'm actually leaving for London tonight. I love the talent coming out of the UK right now. So I actually really try to think about how can I discover outside of the standard markets. It's a madness though. And I always say if I stop wanting to discover, I'm going to retire because that's so much of my DNA. That's how I got my foot in the door to start. Everyone told me it was a niche business and it was when I first started, but now it's like I've created my own kind of bubble, I would say. And it's been a fun journey, definitely for anyone listening.
- [15:17]
Lauren Egertson
I used to annoy Christie so much when I was looking for a dress, but I would be at a fashion show and I text her this look and be like, oh, like I want this or some bride should wear this. This is so amazing. But it wouldn't even be from a bridal designer. I think a lot of fashion people aren't just looking at bridal designers anymore. They're also just looking at brands they love and figuring out how to incorporate that into their, like wedding DNA and wardrobe overall, which is really fun.
- [15:39]
Christy Baird
Or sometimes it's just as simple as, like, they actually just want what's coming down the Runway. And white, like that's so exciting for a fashion girl to see it come down and like, let's say red. And then all of a sudden they're creating in white. So I think just trying to sit in the middle of some those thought processes is a fun place to sit. Yeah.
- [15:55]
Lauren Egertson
Okay. I'm really curious, too, if you can ever predict what a bride is going to wear or, like, what designer they're going to lean towards when they come in for their first appointment. Like, after all these years of doing it, are you just like, oh, my gosh, you're going to leave out of this building right now with a vderhof full set? I just know.
- [16:12]
Christy Baird
Yeah. Especially with a cult following like Wiederhoft. Like, you meet that girl and you peg it. You're just like, oh, my gosh. Like, she's so this. And what's so great about his brand in particular is once you enter the world, it's really hard to go in a different direction. And for a lot of brides, that's the only brand that makes sense for them. And when I find that designer match for that bride, it's electric to tell them the backstory, tell them about the mission and the ethos and how they're made and where they're made, and that's when the magic comes to life. And I studied art history, and I feel like that totally played into working in bridal because I love the story and I love the history and just kind of where everything came from. So it does happen quite a bit. I'd say attitude is probably the number one way. It's not just, oh, someone's wearing this, so I think they're gonna wear this. It's really their attitude about the wedding and about how fashion plays a part in the wedding. But it is fun. It's a fun game. Of course, we play, where we're like, oh, my gosh, I think she's gonna be this bride.
- [17:10]
Lauren Egertson
Totally. Okay. So for our brides listening, Cristy, if they're interested in booking an appointment at loho, what's the expectation for them? What is a first appointment at LOHO look like?
- [17:20]
Christy Baird
Yeah. So we did just launch a VIP experience, so it differs a little bit there, but basically, it's either an intro call for the VIP experience or it's a questionnaire. And I just want to take this moment to say, please fill that out as much as you can, because the more information that we have in advance, the more we can do for you within that hour and a half. So they're doing that. They're coming in. We already kind of know five top ones that they like from our website. And then really, that's when the stylist is so crucial, and also the bride's attitude of being open to what the stylist could throw at them. You know, a lot of times wild cards win. Our staff, they really want to match you up with a designer that they feel could be the right fit. And then from there, it's really a matter of if they purchase a gown, and then from there, you know, it goes into the pickup. Quality control, alterations, all of that stuff. But that first fitting especially is just so important to prep for and to come in with the right attitude.
- [18:15]
Lauren Egertson
Yeah. And then, Jackson, for you, I know you do some custom pieces for brides. Do you feel like that same sentiment applies to them? Like, do you prefer when someone has done their research and has, like, a mood board for something custom, or do you have a different process that you like to implement?
- [18:29]
Jackson Wiederhoft
When we're doing full custom packages, I love to see, like, anything the client has, like, where are they getting married? Any images of things that aren't even fashion. And there's a lot of, like, trust in that relationship. You know, you like the brand, and sometimes it's hard to let go. So I'm just like, with custom, just let us do our thing, because that's when you'll get the, like, best thing. It's kind of like getting a tattoo where it's like, you go to the artist because you like them, and you have to let go a little bit, which is scary. But I think some of my most favorite pieces I've done recently that have been custom are ones where the client comes in and they're like, here's everything I love, and just let us roll with it when we do new things that I've never even thought of with a client. It's so exciting.
- [19:05]
Lauren Egertson
Yeah, that makes sense. You've both worked with so many amazing brides over the years and have curated together such incredible moments and weddings and looks, et cetera. But I'm curious if either of you have a favorite wedding dress or wedding moment that you remember working on, and if you're able to share what was so fulfilling about that or so memorable for our audience.
- [19:27]
Christy Baird
One would be a Wiederhoft bride. So I had attended New York Fashion Week for the first time for spring summer 24, and I got to see Jackson's collection, and I just absolutely fell in love. And the pearl dripped. What is the official name?
- [19:43]
Jackson Wiederhoft
Yeah, it's Ocean Floor Pearl Embroidery.
- [19:45]
Christy Baird
The Ocean Floor Pearl Embroidery. And of course, was just like, oh, my gosh. Like, who could this be? Who could want this? And just was ideating. And fast forward to our trunk show, which is the same one that you attended. Maeve Riley came in, and she just absolutely fell in love with it and was like, I need to add this in. So it was a true from the Runway to the aisle moment, which is very cool. And honestly doesn't happen a ton. It takes a little bit more time. So the fact that the Wiederhoff team was willing to take it on and make it happen, it was such a moment. She was so lovely to work with, and it just was perfect for being by the beach. And she was just, like, listening. So that was a really fun moment that we had together that I was really proud of. And then I'd say that's like choosing a favorite child. We love our bride so much. Like you, of course, Lauren, Kat Collins. Just talking. Who at where? But there's so many incredible brides that we get to work with. One that is always just gonna be a core memory for me was I was extremely pregnant. And we got an email. This was back in the day at our old store on Melrose. Just to paint the picture. It was a very small thousand square foot showroom. We were just a lot smaller at the time. And we get an email that Elizabeth Olson is coming in, and my mom said, you're going to meet her and then you're going to go into labor. So fast Forward to the 30th. So I was due on the 26th. She ends up coming in. I get to meet her. She was the kindest human on the planet. Just everything you would dream of on meeting her happened. She was very much into supporting independent designers. She researched everything. No assistant. She just was there to be a bride and was so down to earth. And it just warmed my heart. So she has the appointment and I get home. Boom, the water breaks. So I end up having my first daughter the next morning, and a week later, she sends a baby gift.
- [21:45]
Lauren Egertson
Oh, my gosh.
- [21:46]
Christy Baird
So Covid happened, and we did get to do a few looks with her, and it was just such a cool way to, like, stay inspired through Covid. Same with Kat Collins, because that was such a hard time to get our businesses to just. Just survive. And so having those two throughout Covid days really kept me going. And I was like, we gotta get to the other side. So I'm never gonna forget it, obviously. And my mom is right.
- [22:09]
Jackson Wiederhoft
They always are.
- [22:10]
Lauren Egertson
Yeah, they always know. They really do. Okay. That is an unforgettable story. I love that. She was also down to support smaller brands. Oh, my Gosh, right up your alley.
- [22:19]
Christy Baird
Everyone she ended up wearing was very independent and on the smaller side, so that was so cool to witness. Jackson, I'm sure you have, like, epic brides, though, to talk about, so I'll let you get one in there.
- [22:31]
Jackson Wiederhoft
What comes to mind is right after I started doing bridal, we opened the showroom. Actually, a friend of mine, PJ McGurko, licorice, he got engaged to his boyfriend, and we've been friends for a long time. He'd always told me about, like, he wanted to have a big wedding, and then, you know, when he got engaged, I was like, oh, I hope we get to do one of the looks for the wedding. That would be so fun. And then him and his fiance Jordan came to us, and they wanted us to do all the looks for the wedding, including, like, the whole wedding party. And it ended up being, like, 30 looks.
- [22:58]
Lauren Egertson
Oh, my God.
- [22:59]
Jackson Wiederhoft
That we did for, like, one wedding, for all the different events and the wedding party and, like, the celebrants and the officiant, and it was like a Runway show. It was so fun, and, like, a year of work into that, which is, like, actually not that much time for that number of looks. And a lot of them were, like, full custom developments. And it was just truly one of the first commissions I ever got for, like, a wedding, too, which was crazy, but I was just so out of this world. I really want to do more weddings where it's doing, like, the whole party.
- [23:27]
Christy Baird
That was the first real wedding I've seen of your work. I think that's when I finally got to visualize it.
- [23:31]
Jackson Wiederhoft
Yeah. It was actually our first Vogue wedding. Yeah. That was a lot of people's first time, like, really seeing Wiederhof bridal, which was, like, a huge, splashy way to, like, enter the scene.
- [23:40]
Christy Baird
Yeah.
- [23:40]
Jackson Wiederhoft
And then we actually did our first Runway show. Like, two months later. Things were, like, picking up, and you do all that work in secret when it's in development, and then suddenly it's like, boom. I love, like, a long project when you have, like, a year or more to work on something is really special.
- [23:55]
Lauren Egertson
Wow.
- [23:56]
Christy Baird
That's the dream.
- [23:57]
Jackson Wiederhoft
Yeah. Seriously, a rare gift. Sometimes we have, like, a week to make a look, which is great, but the gestation period when it's long, is really lovely.
- [24:05]
Christy Baird
Everybody shop on time, please.
- [24:06]
Jackson Wiederhoft
Important. Important.
- [24:08]
Lauren Egertson
Yeah. That was something that I tried to really do, which, Christy, you helped me.
- [24:13]
Christy Baird
With, but you did a good job.
- [24:14]
Lauren Egertson
I had a lot of anxiety about it. I was like, oh, my gosh, what if something like happens in production or it's late or gets lost. Some people know exactly what they want. But if you're going in with wanting to sample some things, definitely recommend giving yourself some time.
- [24:27]
Jackson Wiederhoft
The sooner the better.
- [24:28]
Lauren Egertson
Yeah.
- [24:28]
Christy Baird
Yeah. Really. There's a reason we say the luxury of time, because it is a luxury to have time. And thankfully, you work in fashion, so you understand. But I think a lot of brides don't. We actually calculated, I think it was like 5% of the time. Something can come up or delay or something got messed up in the box. And so if you don't have that time to recover, it just feels so much more intense. If you do have the time, it's not that big of a deal and you don't feel it and you're just going back into your alterations plan per usual. So that is something I find some brides take very seriously and other brides don't believe it until they're part of that 5%. And so if I could give a PSA to brides to be, it would be, please shop on time.
- [25:09]
Lauren Egertson
I also feel like with the whole trunk show timing, like, I remember I booked a slot at your trunk show, Jackson, before I was even engaged, because I was like, I knew it was coming, so I wasn't too delulu, you know, doing that. But I was like, I'm not gonna tell anybody, but I don't wanna miss this trunk show. And I remember telling my mom, I was like, so I booked this trunk show, if you wanna come to LA and come with me. And she was like, girl, you're not engaged. What are you talking about?
- [25:31]
Jackson Wiederhoft
She's like, what wedding did I talk about?
- [25:33]
Lauren Egertson
Yeah, what are you talking about? But luckily it worked out, so.
- [25:35]
Christy Baird
But again, that's a fashion girl kind of take, because you know that and many trunk shows are coming once or twice a year.
- [25:43]
Lauren Egertson
Yeah.
- [25:43]
Christy Baird
I don't think enough people understand the beauty of trunk shows and how important they are. Especially if you want something fresher season and like, really right off the Runway.
- [25:53]
Jackson Wiederhoft
Yeah. People don't realize how few sample sets there are in the world. I think a lot of the time, especially with bridal, the samples are very expensive. Like, we often only have one dress in the world that exists as, like, a sample for everyone who wants to wear that dress to try on. If you don't mention the dress you want to try, there's a good chance it might be somewhere else. I think it is like a shocking experience as a bride sometimes to realize how detail oriented you have to be. It's work. It's a part time job, if not a full time job to be a bride.
- [26:20]
Lauren Egertson
It's a lot of work. We've been joking at who where me and Hillary keep saying she wants to do a whole episode on the podcast about my try on experience across the board. And just like, what you learn because it's like what you see on TikTok is, oh my gosh, fun. I'm trying on all these dresses. So cute. I'm so pretty and I feel great. But, like, it is like an up and down and it's a lot of planning and it costs money to try on these dresses. There's a lot of things that I think we just aren't talking about.
- [26:45]
Jackson Wiederhoft
And so it's very intimate. It's very intense. You're like literally addressing the next stage of your life. And this dress kind of signifies you becoming like a new version of yourself. It's heavy.
- [26:55]
Christy Baird
It's exhausting.
- [26:56]
Jackson Wiederhoft
It's exciting. Yeah.
- [26:57]
Christy Baird
It's everything.
- [26:58]
Lauren Egertson
But it's so fun and it's so fun to do it with your family. But also some people don't want their friends and family to go because maybe that would be a more stressful situation. So even that dynamic of who you bring and who you let into your inner circle of getting opinions and weighing in on things is a whole conversation.
- [27:14]
Jackson Wiederhoft
Yeah. I love hearing, Christy, what you said about not being salesy, which is totally the loho like, way because we're like the same here. I mean, I had never been to a wedding when I started doing bridal and Smith, who runs my bridal department, we don't have, like, really background in bridal. When you force the collection on someone, it just becomes disingenuous. We have a softer approach that I loved seeing at loho too. We can tell you about everything, but people have to come when they're ready. Especially with Wiederhoft. It is an acquired taste. The people who want it, they'll come when they want it. And I'm not gonna try to force it on anyone.
- [27:43]
Christy Baird
Absolutely.
- [27:44]
Lauren Egertson
I have a few, like, rapid, fiery questions before we wrap up. The first one is, do either of you see any trends emerging in the bridal space in 2025? And are there any that you think have been a huge moment that are finally on their way out or that you see declining scarves, big dresses?
- [28:00]
Jackson Wiederhoft
I think especially in New York, I usually see a lot more sculptural, slim, fitted dresses. Actually, when I'm in LA Aloho, people are, like, really into huge gowns But I think it's the East Coast. People really want, like, big dresses, which is interesting. It feels like that was a quick kind of trend that came up in terms of people looking for a lot.
- [28:16]
Christy Baird
Of volume, I was gonna say. So Basque waist is still on everybody's thing. But I'm gonna mention a different trend because I think that's just very apparent. I love that Gracie Abrams just wore that Chanel gown to the Grammys with the attachable veil. We have something like that from Vivian and from WED Studio right now, and I just love it. I love dresses that can transform, too, and create, like, an editorial moment or just different variety of your photos. And then, yeah, I was gonna say, funny enough, like, the opposite of what Jackson said, which is minimalism, because I support what he's saying in that the maximalism has really come in and it's, like, booming. Even if a bride is wearing something on a more minimal side, it's like the maximalist veil, the maximalist styling, the florals become such a bigger conversation. So that's been really fun for us because more is more, and, like, we can just have fun with that. And especially being a store that was kind of known for more minimalist aesthetic, I think this has been a fun switch up for our team.
- [29:17]
Lauren Egertson
Yeah, I love the direction that this trend is heading because while it was totally gorgeous, the whole very simple dropway, strapless satin, it's nice to see some more personality in there. I think the more maximalist route offers more options for people to really showcase who they are and what they want their outfit to say about them on this day.
- [29:37]
Christy Baird
I mean, you wore a maximalist look, for sure.
- [29:40]
Lauren Egertson
Yeah, I did not plan on that. I remember I was looking for all the things that were trendy, and I had to reset. And I found the perfect thing that was right for me from my veil to, like, the whole dress. It was extra, but I loved it.
- [29:53]
Christy Baird
Yeah.
- [29:53]
Lauren Egertson
Let's talk about accessories, too. Are there any jewelry brands or veil trends? Like, I know Jackson Wiederhoff does those cute little, like, floral bouquets out of, like, fabrics and things. Like, is there anything that adds a special touch that you are loving? Right now?
- [30:07]
Jackson Wiederhoft
We're trying to get really fun with the veils. I think that's always such, like, a great opportunity. And, like, when else in your life are you going to wear a really majestic veil? Gowns can come and go, but veils are very specific. We had that poodle veil you mentioned earlier, like, the one time we've seen a client with that veil. Was it loho? So thank you. Mikayla, this one's for you. Yeah. Just the extravagance and, like, the joy just really reveling in the moment unabashedly is, like, so wonderful. So I respect a really dramatic veil, and we're trying to push that envelope.
- [30:37]
Christy Baird
So I would echo that. We're really trying to have more fun with the veils so that again, if someone does go for something a little more pared down, they can still have that, like, really extra bridal moment down the aisle and then take it off and enjoy not having a massive gown to bustle or anything like that. And then if there are gloves and I guess Viederhof to be a great example of that, like, they need something a little more interesting that's giving us matching and beaded. And it's just a new take on gloves. I would love for us to kind of move forward on. I personally also love the gloves from Vivienne Westwood where the hood is attached. Actually, Aaron Watson wore that I don't remember how many years ago, but I remember mentioning how much I loved it. And I'm so glad they brought that back into this new season because it just gives nice little twist and again, creates more photo moments. I think really using accessories to have different moments with your photos is what I'm after.
- [31:31]
Lauren Egertson
I love that. Okay. And then last but not least, the whole after party look or second look, we're changing. We're getting into something flirty, fun. Like, what's your stance on that? Are there any trends in that space that you're seeing?
- [31:45]
Jackson Wiederhoft
Yeah, I mean, I feel like we've become known for the party second looks. Like a lot of people are coming to us for that reason. It's important to, first of all, timeline. Just do your shopping for the party look at the same time as your, like, ceremony look. Because a lot of the times people come in thinking there's less of a timeline, but they're really still buying a wedding dress basically for the after party. So it's the same lead time as a gown would be. But I think what's exciting about the second look is, like, you can just go like crazy and just have a lot of fun. And I think it allows people to do the traditional thing for ceremony and lean into that a little bit, and then they can lean into totally different emotion for after. And some people even have, like, the reception look and then the after party look, which is what we call after Nana goes to bed look. And I think that's one of my favorite looks when it's just there's no holds barred.
- [32:30]
Christy Baird
Yeah. So funny enough, when my wedding was featured, they said this bridal shop owner wore five different looks. And so I was written about as being super extra and changing so much. Now that it's normal, I feel so much better. But the reason why I did it is because I felt connected to a bunch of different aesthetics. And I also love the fact that side looks can tell a story to the guests of what's to come. So I changed for the reception and that was a whole vibe in itself. And then I went full Japanese raver for the after party and had this reflective skirt and over the knee, Manolo boots. And so I think the more storytelling you can give with the looks on, like, where's this night headed? I think that's really fun. I would say my one little pet peeve is unless it's a transitional look, where you're removing something, if you're actually changing, it should serve another look or it should serve another energy. I've sometimes seen people just buy a mini version of their wedding dress and actually change into it. And I just feel like, God, that's such a missed opportunity. And like Jackson said, a lot of these looks are made to order. They take almost the same amount of time, if not the same amount of time, depending on who the designer is. So don't skimp on that. Try to secure your ceremony gown first. Then really think about, okay, what are these other events going to look like? And do that early because you could miss out. I can't tell you how many brides, especially like May, June, July, they love something and it's just not possible. So shop on time. Shop on time. Shop on time.
- [34:03]
Jackson Wiederhoft
Yeah, it can be a lot, but it's so much better when you're like, some people will take that three month break after they find their ceremony gone. They're like, okay, I'm gonna take a breather. By the time they come back to do the rest, it is like a little bit too late. So it's good to wrap it all up while you're still of that momentum. Yeah, it can be hard to push through, but just gotta stay strong.
- [34:19]
Christy Baird
Yeah, yeah.
- [34:20]
Lauren Egertson
It's like, wrap it up, make all your orders and then unfollow every bridal account ever.
- [34:25]
Christy Baird
Yes. Yep.
- [34:25]
Jackson Wiederhoft
You'll be so much happier. You just did it. Set it aside. The dresses will come and you'll be happy.
- [34:29]
Christy Baird
Especially because most of the collections that you're seeing are not dropping for another six months. They're just teasing it or they're just showing it at market, so it's actually such a disservice. And I wish as an industry we could all come together and maybe say, let's not, but it's just so hard because we're all so excited about the new stuff. These poor brides are seeing things and it's totally outside of their timeline.
- [34:51]
Jackson Wiederhoft
Yeah, buy the dress, throw the phone.
- [34:52]
Lauren Egertson
Away, delete the apps, just chuck it in the ocean. That's what everyone told me. Like, just stop. You gotta stop.
- [34:58]
Christy Baird
Yeah. And by the way, you should definitely do one on your dress shopping experience because you did things really well. So I would love for other brides to take tips from you.
- [35:08]
Jackson Wiederhoft
Lauren's Boot Camp.
- [35:09]
Christy Baird
Yeah, Lauren's been apparently Bridal Boot Camp.
- [35:12]
Lauren Egertson
Yeah, I felt like I was chaotic, so that's very nice to hear.
- [35:15]
Christy Baird
No, you're the best.
- [35:16]
Lauren Egertson
Thank you both so much. This was so fun. I feel like we could chat forever. And who at where is so grateful for everything you're doing. Our editors specifically are just such huge fans of both of you and have been following your work forever, and we're excited to see what's next and all the amazing things that you do in the future. So thanks for coming on.
- [35:33]
Christy Baird
Thank you so much. We really appreciate it.
- [35:35]
Jackson Wiederhoft
Thanks for having us.
- [35:42]
Lauren Egertson
A huge thank you to the creative director and founder of loho Bride, Christy Baird, and the founder and designer of Wiederhoft, Jackson Vederhoff. Make sure to subscribe to our show wherever you listen to podcasts so you don't miss an episode. And while you're there, I'd also be so grateful if you'd rate and review us. If you have guest suggestions or any other feedback, drop us a line@podcasthowhatwear.com or you can find us on social @whowhatwear. See you next Wednesday on the who what where? Podcast. This episode was produced by Hilary Kerr, Summer Hammeras, and Natalie Thurman. Our production assistant is Claire Schmidt. Our editor is Kove Takasugi Chernovin. Our audio engineers are at Glen Canyon Audio, and our music is by Jonathan Leahy.
- [36:48]
Nikki Schwatt
This episode is brought to you by ebay. Hey everyone, it's Nikki Schwatt, Associate Fashion Editor at WHO whatwear. I hope you enjoyed this episode episode. I thought I'd pop on for a second and share a bit about the top trends and aesthetics for 2025, because who doesn't want to hear about that? Between the spring summer 2025 collections, which showed in September, and the fall winter 2025 in February there's a lot of exciting newness to discuss. One major trend making weaves is the rise of tailored separates designed from lightweight fabrics that cascade gracefully and move fluidly with every step. We're also embracing delightful sheets of powder pink alongside a deliciously bold continuation of red. However, the trend that truly stands out is using accessories to take your look to the next level. Specifically, I'm talking about stunning, vintage inspired pieces. From the New York shows alone, I felt inspired to refresh my jewelry draw with unique one of a kind treasures. So I went to my go to destination for pre loved vintage and rare fashion ebay. Spending only 10 minutes on the site, I was astounded by the incredible hidden gems I had unearthed. Initially, I contemplated keeping these incredible finds to myself, but then it hit me it would be a disservice not to share them with all of you. So I'm spilling the tea on my latest curated collection of vintage accessories from ebay available@ebay.com whowhatwear but before you rush to that page, let me tell you about three standout pieces that have caught my eye. First up is my absolute favorite vintage Art Deco style clip on earrings. These beauties exude the glam of 80s Saint Laurent with their chunky diamond shapes and exquisite rib details. With these earrings, you can effortlessly transform anything from a casual sweater and jeans to a glamorous cocktail dress into a head turning ensemble. Next, I found a stunning 1900s Omega watch. Now I'm not usually one to gravitate toward watches, but this piece stopped me in my tracks. Irradiates Sophistication with its complete yellow gold design and chain band embodying the time timeless elegance you'll treasure for years. Last but certainly not least is Cartier's Trinity ring. You may be familiar with this piece, but let me remind you how versatile and timeless it is. Since 1924, this ring has been a bestseller. It has three interlace bands in pink, yellow and white symbolizing love, fidelity and friendship. This specific one is pre loved but looks brand new. Plus it will be expertly verified as authentic. Thanks thanks to ebay Authenticity Guarantee to sum it all up, if you want to nail one of the hottest styling trends of 2025, elevating your luck with vintage or vintage inspired pieces, I made it easy for you to check out the pieces I'm eyeing. All you have to do is click the link in the episode description. You're welcome.