Matisse by Grace Loves Lace

The Vow

Is this year's most popular wedding dress finally here?

Designer of Pinterests' most popular wedding dress Grace Loves Lace launches brand new collection

The design house behind the most pinned wedding dress on Pinterest Grace Loves Lace has released images from their highly anticipated 2017 collection - and it has all the makings of another massive hit with brides and bloggers alike.

Last year the designer's Hollie dress broke the Internet when it was re-pinned 2.5 million times. It subsequently sold out over and over before the design was eventually decommissioned last year, yet the Australian-based label still receives up to 500 calls about the design each week.

Which is why the boho brand's new collection Elixir will be such welcome news for those on the hunt for that effortlessly elegant, ethereal style the label has become so well known for.

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"We have some incredibly unique and exciting fabrics and silhouettes that we have been working on for more than 12 months," says head designer and founder Megan Ziems, "The collection exemplifies the European lifestyle I adore; an effortless glamour and spirit that is synonymous with Grace."

Both the brains and the creative hands behind the brand Megan says that after six years of designing for brides that she can now declare her favourite collection as Elixir. In fact she loves it so much that she even named one of the dresses after herself. About the Megan dress she said "Never have I designed or found a gown that is so perfect for me in my life! I am completely head over heels for this gown and wish I had some excuse to wear it!"

The lookbook, photographed by Jennifer Stenglein, features a stunning sun-kissed model looking natural and carefree.

Designed in 2013, the whispy and ethereal Hollie dress became Pinterest's most popular wedding dress lat year. The image that had brides swooning was actually of designer Megan's sister Hollie, for whom she designed the gown originally. Perhaps hoping to following in the same direction as the Hollie, the Mai gown from this year's collection was originally designed for Megan's sister-in-law's wedding. "It took almost eight months to get the MAI gown perfect and we are head over heels in love with it," said Megan, "she wanted a gown that was classic, elegant and unique with long sleeves, a V neckline and an open back – she was completely showstopping!"

Grace Loves Lace are based in Austrailia but opened the first European showroom in London last year. Fittings are by appointment only. To book an appointment, email londonshowroom@graceloveslace.com.au.

Alll images courtesy of Grace Loves Lace