Since 1953, New York-based bridal brand Morilee has created beautiful gowns for all women. Over the decades, Morilee has grown into a global brand, now sold in more than 3,000 stores worldwide. Today, the brand is entering a new chapter under the visionary leadership of its new chief design officer, Jiyup Kim — a seasoned couture and bridal industry veteran with a decade of experience at Vera Wang.
Kim’s new collection is set to launch in 2025, at the National Bridal Market in Chicago in March and Barcelona’s Bridal Fashion Week in April. Kim previously told WWD that her work at Morilee will focus on storytelling and “looks forward to honoring its heritage while injecting a fresh, elevated luxury perspective.”
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One of the major goals of Kim’s appointment is to expand Morilee’s reach — by offering three distinctive wedding lines and price points to suit everyone’s needs and cater to their customer base’s demands.
“Having worked across various price points, I’m skilled at reverse engineering product development to maintain an elevated look at an attainable price,” Kim told Fairchild Studio. “My deep understanding of garments — from the inside out — helps me make informed decisions on where to streamline without sacrificing design integrity.”
Here, Fairchild Studio sat down with Kim to discuss her new role at Morilee, crafting gowns for future brides, resonating with modern women, keeping the integrity and legacy of Morilee, the inspiration for her upcoming collection and more.
Fairchild Studio: Congrats on your new role! How do you feel about leading the creative direction of such an established New York bridal brand?
Jiyup Kim: Thank you! I’ve been immersed in the rich heritage of this brand, its deep roots offering me a profound education and an opportunity to guide us into a new chapter. The artisans we work alongside are gifted and fully capable of weaving our vision into reality.
Together, with our teams, we will not only elevate our creations but place ourselves back in the heart of the conversation — where innovation meets tradition and where we aspire to be trailblazers in an ever-evolving industry that looks to both the future and the past.
Fairchild Studio: With your extensive background in bridalwear, how do you plan to infuse this experience and style into Morilee’s upcoming collections in Chicago and Barcelona?
J.K.: I’m not only excited about the gowns themselves but about the entire narrative we’re establishing — through the styling, cinematic movement and the overall world we’re building for the Morilee bride of the future. While we’re shaping a new story, we’ll still be honoring the brand’s heritage meaningfully.
Fairchild Studio: As Morilee offers a comprehensive range of bridal, prom and party dresses, how are you looking to innovate within these categories while maintaining the brand’s ethos?
J.K.: We are developing and introducing fresh perspectives on textile innovation and garment construction — we can craft pieces that are as beautiful inside as they are outside. Focusing on the artistry of materials and refining the inner structure of our designs will not only elevate us visually but deepen the connection to the modern woman and how she feels in the dress.
Fairchild Studio: What specific aspects of Morilee’s current design philosophy resonate with you and how do you plan to expand or evolve this philosophy during your tenure?
J.K.: As we often say at Morilee, “We offer a gown that speaks to every bride’s unique style and vision.” A thoughtful exploration of the diverse bridal archetypes reveals that each carries its own distinct beauty. Delving into these nuances across our collections provides an expansive canvas — allowing me to continually refine our design approach — and address every bride’s individuality with both precision and passion.
Fairchild Studio: Can you share some insights into your creative process for developing new bridal collections and are there any themes or influences we can anticipate in future collections?
J.K.: I draw inspiration from a wide range of sources — art, botany, architecture, theater and travel — each offering a rich visual language that informs the silhouettes, textiles and moods of my designs. An architectural detail might inspire the structure of a gown, while the intricacies of nature could shape embroidery or fabric choices. These diverse influences come together to create pieces that tell their own story.
For our upcoming season, I can’t reveal too much just yet. But I can share that it centers on the essence of “The Goddesses” — exploring the various archetypes of bridal through a new lens.
Fairchild Studio: How do you plan to cater to the diverse tastes and preferences of Morilee’s global brides from different cultures and regions?
J.K.: What I admire about Morilee is its incredible capacity for creating expansive collections and capsules — it’s a true powerhouse. By working within a cohesive theme yet addressing the nuances of each bridal archetype, we can speak to diverse tastes. With my experience designing for celebrities of various backgrounds, shapes and sizes, I’m eager to elevate and adapt our designs to suit every bride.
Fairchild Studio: What trends do you see dominating the bridal industry in the next few years and how does Morilee plan to stay at the forefront of these trends?
J.K.: I believe the future of bridal lies in the careful curation of distinct, meaningful moments — each modern yet timeless. These moments allow brides to express the different facets of their personalities through various looks, blending the elegance of bridal tradition with the innovation of ready-to-wear that will carry a style that transcends time.