Photo by Emma Enebak
One of the first things I noticed upon entering the tall glass doors of Annika Bridal Boutique was the space’s subtle yet inviting use of color. From its blush velvet chairs to its pop of bright rose-printed wallpaper, the boutique was not the pristine blank slate one might expect from a bridal shopping experience, but rather, warm. Much like the staff itself.
Co-owners and childhood best friends Annie Corbin and Kate Applebaum greeted me at the door in (perhaps unintentionally) coordinated black outfits, standing out against the elegant backdrop of pearl white gowns. When the two founded the 50th & France bridal boutique in 2016, it felt like a natural continuation of a life spent working alongside one another.
“Kate and I have worked many jobs together, starting as gift wrappers at Barnes & Noble back when we were in sixth and seventh grade,” Corbin shares. “We’ve just always worked really well together.” Bouncing around different bridal shops throughout their early careers, with Corbin typically acting as manager and Applebaum as stylist, the dream had always been for the pair to begin a joint venture. A boutique of their own, where they can lead brides through what Corbin calls “one of the most important moments of [their] life.”
Photo by Emma Enebak
While the wedding industry has changed since Annika’s doors opened in 2016, Corbin assures me that one thing remains constant—trends move fast, “and they always come back.” As a new wedding season draws closer, there are a few looks in particular that have been in high demand with their brides.
“The ’80s are so back. The Basque waist, the puff sleeves, it’s all coming back,” says stylist Lauren Pirri. Pirri’s description conjured an image of Princess Diana’s 1981 wedding dress by David and Elizabeth Emanuel, whose custom-made chiffon blouse recently sold for over $381,000—solidifying the heightened cultural relevance of ’80s fashion, an enduring staple on runways in recent seasons.
Apart from this nostalgic flair, the Annika team is seeing an eclectic onslaught of trends arrive this season, from the elegant neck scarf look and fitted long sleeves to low backs with bow detailing. “I feel like everything is in right now,” says Corbin. “We’re also seeing a lot of brides select two dresses. Doing a regal ball gown look for the ceremony, and then switching it out for something sexy.”
While they keep a close pulse on trends—attending Bridal Fashion Week in New York City each season and paying careful attention to the changing tides of social media—Corbin and Applebaum focus more on curating a quality selection of designers. “I feel like we’re just drawn to timeless looks, and our designers do that really well,” says Corbin. “It’s really cool to explain to brides how their gowns were made. They’re by true designers working in ateliers and using these fabulous fabrics from Italy and France. And I would say that 90% of them are hand done.”
Photo by Emma Enebak
With a current selection of 16 couture designers and four accessory designers, Annika offers a diverse range of styles, from the notoriously bold and modern gowns of NYC-based Berta to the clean, minimalistic looks by New Jersey-based Sareh Nouri–– a favorite of Corbin’s. “As far as my style goes, I just love a good Sareh Nouri gown. It’s just clean, classic, and simple,” she shares.
This season in particular, the team is seeing many brides drawn toward Israel-based Galia Lahav, no doubt due to its endorsement by prominent celebrities, including Khloe Kardashian, Simone Biles, and Millie Bobbie Brown, who was dressed by the fashion house for her wedding last May.
With so many choices at a bride’s fingertips, and so many trends cycling in and out of popularity, saying “yes” to the dress is no easy task. But the Annika team prides itself on acting as a trusted advocate through the process, prioritizing a connection with the bride above all else.
“I think we really focus on the experience, not just helping the bride find her dress but also realizing that it’s a moment to have fun and enjoy it,” shares stylist Taylor Young. “So much to the point where brides will say, ‘Can we get dinner with you after the appointment?’”
This upbeat and friendly nature has instilled a deep loyalty in many of Annika’s brides, inclining them to keep coming back, even long after their wedding day. “We had a bride come in last week that bought her dress with us in 2018, and she’s been bringing brides back to us ever since,” says Corbin. “Those kinds of relationships just mean the world to us.”
Photo by Emma Enebak
