Jaclyn Whyte swaps seasonal collection for eight one-off gowns

Toronto bridal designer Jaclyn Whyte has quit the twice-yearly calendar. In place of a fall collection she has made 'The Exhibition,' eight one-of-a-kind wedding gowns, according to WWD.

Whyte founded her brand in 2011. The new line carries a baseline price of $15,000 and focuses on lace, including Alençon, Chantilly and corded macramé lace.

Press and buyer appointments for the line were held at The Plaza, the New York hotel. The setting put the project in front of editors and stockists outside a conventional showroom.

The eight inaugural gowns will now tour the United States as a trunk show, the travelling sales event where clients view samples and place orders in store. The tour is organised to start at Bergdorf Goodman, the New York luxury department store.

It will then visit The Wedding Shoppe in Philadelphia and NWLA in Los Angeles. It is scheduled to finish at Stanley Korshak, the Dallas luxury retailer.

Each dress will sell only once. When a client chooses a piece, it is marked as 'acquired' and retired forever, with no repeat made.

Whyte works from a flagship store in Toronto, where clients can view bridal collections or book appointments for bespoke bridal or evening wear, according to Jaclyn Whyte. The company states its products are made in Canada.

What makes this stand out is scarcity. Eight dresses. Eight buyers. Then the collection closes.