brand spotlight: The Fall

We recently visited the stunning Hackney Wick studio of The Fall to shoot some brand photo content for their socials. We also managed to catch up with the owner and founder Annelise, to chat about The Fall’s first year of business and what she deems important when it comes to creating a successful brand.

So Annelise, tell us about The Fall.
The Fall is a destination for women who don't relate to the mainstream bridal offering - who want a simple, elevated alternative to bridal shopping. There are no ballgowns, no mermaids, no white gloves for you to browse the dresses - we want to you have a fun and relaxed experience with us. 

How would you describe The Fall's brand style?
Considered, uncomplicated, relaxed. 

What makes The Fall worth mentioning?
The Fall is the only minimal contemporary bridal destination in London, and one of the only in the UK. 

What would you say the key is to creating a successful brand?
A couple of things, but most importantly... 1. Product offering - are you really offering something different, that people really want or need? 2. Brand positioning - is it desirable?

You only launched last year, what's your biggest tip for people launching a business?
Don't launch just before a global pandemic?  Jokes aside - my biggest tip for a small business is to lean on your support network. Launching a business, especially if it is mainly yourself, is tough mentally, physically, financially. I realised that I have a group of brilliant friends - photographers, interior designers, graphic designers, furniture builders - that I could not have created The Fall without. You may not be able to pay them in cash (but definitely do if you can - work isn't free!) but one day later down the line you can do something to help them.

You're now a successful solopreneur, but what past work experience do you have and how has it helped you get to where you are now?
I worked in the fashion/retail industry for 11 years before launching The Fall. Even though bridal is slightly different to mainline womenswear, everything from my unpaid internships right through to my management positions taught me about buying, marketing, visual merchandising, and customer service. 

COVID has greatly affected the events and wedding industry. Have you had to make any changes to how you operate and has it affected any future brand plans?
Yes - we pivoted as soon as lockdown started and launched a Home Try-On service, as well as an online store for our ready-to-wear and accessories. It's changed how we operate now that we're open (sorry - you can't bring all of your friends with you) and it has delayed some (albeit ambitious) projects that I wanted to get across the line this year, but it's fine if I need to take more time for them.

Some worth mentionings...

Other brands you're loving/admiring at the moment?
The Own in London, not just for their bridal but also their bridesmaids offering (we haven't found many bridesmaids ranges that we love). Also Mrs Fray, a bridal concept store in Canberra, Australia, that has expanded beyond what you would expect from a bridal store.

Go-to for business tips, support and advice?
The Foreword, Refinery29, friends.

Favourite local spot?
Crate Brewery for pizza and wine after a day of appointments.

Follow @thefallbride

Images by Claire Posthuma - Brand Photography Package