Zac Posen's affordable wedding dress line is for women who enjoy "the transformative power of fashion".
The designer has created a line for US retailer David's Bridal, which has started branching out into other countries too. It's called Truly Zac Posen and boasts seven bridal gowns and ten occasion dresses, ranging in price from $850 to $1,350.
Zac is known for his form-fitting red carpet pieces and has followed that aesthetic with the new line. There are satin fit-and-flare pieces as well as corseted dresses and versions with a lace overlay. The wedding gowns range from a size 0 to 26, while the occasion pieces go from 0 to 14.
"The Truly Zac Posen woman is feminine, confident, and sophisticated. She is someone who embodies a true sense of identity. She is empowered, glamorous, enjoys the transformative power of fashion, and is not dictated by trends," Zac told British newspaper The Telegraph.
"The celebratory aspect of a woman's body is always present in my designs, whether it's for my ready-to-wear collections, my custom red-carpet gowns or a bridal gown. I love seeing my designs on beautiful women who are celebrating something very important in their life. It makes me very proud that they choose my designs for those significant moments. A floor-length gown will always evoke a timeless elegance."
Fellow designer Vera Wang also has a line with David's Bridal, which has been one of its best sellers over the years.
Zac explained what makes his stand out, claiming the unique techniques he uses for his main line are also apparent in the bridal collection.
"The best selling point of this partnership is the collection itself. The designs are rooted in modern American glamour; the Zac Posen signature anatomical silhouette is present within both the bridal and the social occasion collections; and the red-carpet heritage of the house is rendered in the hourglass silhouettes," he said.
The designer also offered some words of wisdom to those looking for the perfect gown for their big day. He warns fit is the most important thing and told ladies to think carefully about the colour they want, explaining it has to suit skin tone and eye colour.
"My advice would be to avoid overly trendy pieces - you want to be able to invest in something that still feels relevant years from now. And never be afraid to try new styles or necklines, it is always exciting to experiment with your look," he said.
The line will hit stores and be available online from February 6.