Interview: White Gallery 2014 With Wendy Adams Event Director

For many, White Gallery London is the realisation of a long-held dream in which the finest design talents have the opportunity to showcase their collections to the most exclusive bridal wear retailers and press in the world.

The White Gallery London showcases the bridal collections of some of finest UK and international designers.

This premium international trade event is attended by the world’s most exclusive retailers and media, and we are so excited to be media sponsors for the show for the fourth years running.

I caught up with Wendy Adams, Event Director of  White Gallery to get an inside view on the show and what we can expect from the designers.

Wedding Dresses By Alan Hannah

5 Star Weddings: How did you get involved with The White Gallery London ?

Wendy Adams: I have worked on the business to business bridal shows for about 30 years, and was involved in the original conception and launch of the show. However due to the work load of launching such a prestigious event we employed an Event Director for the first few shows.  I took it back into my portfolio in 2012.

Wedding Dresses by Annasul
5 Star Weddings: What can we expect from the White Gallery London 2014?

Wendy Adams: Over 70 International designers showing their 2015 collections for the very first time, as WGL is the first in the season worldwide. Our renowned catwalks will take place on the Sunday and Monday of the show – individual shows are coming from Ian Stuart, Alan Hannah, Emma Hunt & Lark Bridal’s portfolio of designers – Cocoe Voci, Caroline Atelier & Stephanie James. We also have a designer preview which features another 10 designers.

Charlotte Balbier Wedding Dresses

5 Star Weddings: What were your favourite bridal gown trends that you have seen so far this year ?

Wendy Adams: I love the Gatsby theme that we saw coming through in both gowns and accessories last season and am really excited to see what the designers have come up with for this year!

Elizabeth Stuart Wedding Gowns
5 Star Weddings: What types of wedding trends do you think we will see for 2015?

Wendy Adams: Softer silhouettes, less obvious structure so elegant, feminine cuts that are closer to the body. Lace as a highlight rather than the main focus, to create romantic illusion panels on the back and 50s-style boat necklines and sleeves. More soft colours, the palest blush tones and quiet shades of blue, gold and green. Customisation options are strong with belts, beadwork and fabric choices allowing a bride to create her own look.

Wedding Dresses by Ian Stuart
5 Star Weddings: What advice would you give to a relatively new bridal industry suppliers trying to brand successfully?  

Wendy Adams: It is important to plan your budget for the year, ensuring that you are promoting yourself to the retail boutiques initially which at the early stages is more important than direct to the buyers through consumer advertising.  Exhibitions are a great way to meet lots of buyers in just a few days, and also give you the opportunity to show them you products and explain the production procedure and time lines for samples.

Wedding Accessories by Ivory and Co
5 Star Weddings: What do you think makes The White Gallery London so successful ?

Wendy Adams: White Gallery London brings together top designers, who all operate their own business from around the world.  No other B2B show has such a strict criteria for entry.

Wedding Dresses by Naomi Neo
5 Star Weddings: Can you tell us what do you enjoy most about creating/directing The White Gallery London?

Wendy Adams: It’s a beautiful show in a fabulous environment, and to see everything you have organised come together – stand, graphics, flowers etc is a really good feeling.  To top that off some amazing collections on show are the icing on the cake!

Sadoni Wedding Dresses

5 Star Weddings: You also create such beautiful shows, what is your inspiration?

Wendy Adams: We try and keep the look simple and elegant, but bring in some different colours with a few accessories, and amazing flowers arrangements each year.

Wedding Dresses By Stephanie Allin

5 Star Weddings: Can you tell us, what does the road ahead look like for White Gallery London?

Wendy Adams: We see a good future ahead with the possibility of growing the show to encompass more exhibitors and more importantly bring in more International buyers.

Bridal Gowns By Terry Fox

5 Star Weddings would like to thank Wendy for taking time out to spend with us. For more details on the show visit