The Atelier
Our Story
With over a decade of working in the bridal fashion industry, Rachel Morgan, launched The White Era in 2024, driven by a vision to create an edit of mini white dresses that can be worn on multiple occasions during a bride’s White Era and beyond.
Since the initial concept, the brand has evolved to include an edit of white mini dresses for the women who simply choose to wear luxury for all those special occasions during their lifetime. Whether it’s a cocktail party, a Day at the Races, a Charity Gala Ball or a birthday party, The White Era edit of dresses epitomises luxury.
Photo: Guests at the official launch of The White Era ‘Love Blossoms’ Collection at an event in Abu Dhabi celebrating Irish Luxury Design
Step inside The White Era atelier, where dreams are stitched into reality, one dress at a time. Each White Era dress is cut singularly and is constructed from start to finish by the same seamstress, using time-honoured, couture techniques. Our talented seamstresses have been perfecting their craft over the years to become experts in their fields. We take immense pride in the level of craftsmanship and precision that we pour into each piece in our edits.
The White Era blends beautiful, classic silhouettes with contemporary, modern luxury. With meticulous attention to detail we have created an edit of mini dresses and accessories that resonate with women who would like to express their individuality, making a statement in every setting.
Our edit of dresses have been designed to ensure that anyone who slips into a White Era dress feels incredibly beautiful, empowered and sophisticated. We truly believe that style is so much more than a trend, it is a statement of your unique voice, and The White Era allows you to express your own style with confidence and sass.
A Love Story
The initial collection was designed specifically for brides and for all the occasions during their ‘White Era’ that they will choose to wear a white mini dress. A bride’s engagement party, her legal ceremony, her rehearsal dinner, a dress to change into for the cocktail party, Day Two of the wedding celebrations and on honeymoon. Brides are also choosing dresses from the collection for their elopements and chic city weddings!
One of the key pieces in the collection is ‘The One’ mini dress which can be styled with various accessories so you can re-wear ‘The One’ on multiple occasions. During a brides ‘White Era’ this dress could be styled with a Couture Bow, detachable sleeves, Couture Roses, an Ostrich feather trim, a Cute Bow or a tulle or lace floor length skirt. This is her White Era & this carefully curated edit of dresses has been designed for the bride whilst celebrating her White Era.
‘The One’ dress can also be styled with a Cute Bow in the colour of your choice – ensuring that you get to wear this dress on any special occasion!
Styling Sustainably
We pride ourselves in producing all dresses and accessories in-house at our atelier whilst all the time pursuing excellence in design and craftsmanship. Our dedicated artisans craft your White Era dress in our atelier using fabrics that feel luxurious and have recycled elements. Our seamstresses use traditional techniques and their rigorous attention to detail is evident in every dress and accessory produced. Every stitch is placed with intent by our skilled artisan to create a garment that you will wear and wear again and cherish forever.
Sustainability is a core value for The White Era. We have consciously chosen a made-to-order business model so that we are never over producing – each dress is made exclusively for you. We are very aware that over production in fashion and fast fashion is having an impact on our environment and we truly believe that it is our responsibility to reduce that impact as much as possible. When we think of sustainability, we want to create garments that will last, with the least environmental footprint possible and so we produce all our dresses in our atelier in Ireland. As part of our commitment to sustainability we believe it is our responsibility to design and create desirable garments that our customers value, that are versatile and so can be worn on multiple occasions and can be enjoyed for a long time.
