By Elaine Chen

The Designer

For over thirty-five years, bridal designer Elaine Chen has been designing fashionable, elegant and understated gowns for brides all over the world. Themes of softness, tradition and romance are present in every collection, but her greatest inspiration comes from the materials. This season, hand-made embroidery from India and China, sheer silks and intricate hand-beaded laces influenced Elaine’s fashion-forward designs. By combining classic and modern materials, simple and intricate decoration, and dramatic and understated design, Elaine creates gowns that are as beautiful and unique as the brides who wear them. Elaine insists on designing all of the gowns without the help of assistants in order to carry through her creative vision. Elaine’s luxurious silk gowns are cut to look sexy, liquid and feminine. Her wedding dresses are simple and elegant, enhanced by unique novelty touches such as hand-sculpted flowers scattered delicately across bias gowns and ethereal veils. 

Romance, fantasy, and creativity are the essence of Elaine. A renowned bridal designer, Elaine’s overriding passion has led to the fulfillment of many ethereal dreams of marriage. The world of bridal fashion is essentially a realm of fantasy; creation and fulfillment of these illusions is Elaine's mission. Elaine has stunningly hybridized the traditional eastern wedding gown with modern western fashion. Her gowns are a symphony of extraordinary laces beautifully blended with the traditional Asian fabrics. The juxtaposition of these materials sets her creations above those that are other couture designers have created. The elegance and splendor that Elaine has perfected uniquely harmonizing the delicate and the bold, is the hallmark of her designs. Such creativity and fantasy she believes, lends an ideal setting for the spiritual ceremony of marriage.

Elaine have a sense for what a bride wants to wear, and her love affair with detail truly sets her creations apart. To meet the needs of today's fashion conscious bride, Elaine Chen creates a signature look of soft sensuality infused with a modern confidence. Brides love Elaine for her artistic collections, but designers admire her for her integrity. Emphasizing styling, draping, and detail with a universal feminine appeal, the dresses of Elaine have inspired idealistic dreams of brides worldwide and are among the finest wedding gowns ever created.

As a pioneer in the bridal industry, Elaine has been the only bridal designer to establish fame equal to that of the great international couturiers. Her ability to blend sophistication and elegance with extraordinarily ornate designs is unparalleled. Channeling her energies into endlessly unique interpretations of the wedding dress, Elaine’s bridal gowns are wondrous. Her innovations in the field include sophisticated new lines, a wide variety of textures, an absolute attention to detail. Her creations are often designed with detachable trains, ensuring continued use of these fabulous gowns.

Background

In 1940, the bridal designer, Elaine Chen is born in Kuala Lumpur , Malaysia .

In 1955, she was inspired by her mother and grandmother, both artists. Elaine came of age immersed in the fashion industry. Her mother was one of the first career women in Malaysia , the head of a fashion design school. Elaine was expected to follow in her mother’s footsteps, but her aspirations led her to attend the Taylor’s College, as a fashion marketing major.

In 1961, upon her graduation from college, Elaine decided to pursue her talent interest in fashion. She worked as an instructor at her mother’s design school for a few years, and later moved to Paris .

In 1963, she studied fine art at Paris International School of Art and fashion at Paris Parsons School of Design.

In 1965, she attended the Ecole de Syndicale de la Couture Parisienne where she studied the true couture fashion design. It was here that she first heard the term "bridal," and her life was irrevocably altered. As a young Malaysian woman, Elaine had never before seen the beautiful and unconventional gowns that Europeans had always known. Elaine’s first glimpse of a European bridal gown, her first feel of the magnificent materials and the beauty and elegance attendant to western weddings astonished her. She knew that the gap between eastern and western bridal wear had to be narrowed, and she was determined to unite the beauty and tradition of the old Malaysian weddings with the contemporary and indulgent style of the west. Her creativity and laborious attention to detail earned her outstanding position at school and her career as a bridal designer was begun.

 Throughout the Years

In 1968, Elaine returned to Malaysia and opened her first ever bridal shop in Kajang, Malaysia . Elaine had her own design and manufacturing company by the ripe age of 28 and was instantly embraced by major retailers and fashion editors.

In 1968, September, she coordinated a bridal fashion show held in Malaysia , and her gowns were an immediate sensation. To better acquaint young Malaysian to western wedding fashions, Elaine established and organized the Malaysia Formal Wear Association as an adjunct to the Malaysia Bridal Association. Over the airwaves and in print, she aggressively promotes western wedding styles. 

In 1972, the success of this strategy culminated, with the opening of the Precious Moments Bridal Shop in the exclusive Johor Bahru section of Johor Darul Takzim. This white, Rococo-style castle became the home for Elaine’s couture and prêt-a-porter bridal fashions serving men and children as well as brides.

In 1974, the Singapore Precious Moments Bridal House was established in Singapore . In the same year, Hong Kong Precious Moments Bridal House was established in Hong Kong .

 
In 1976, upon successfully establishing her bridal fashion empire in Malaysia , Elaine began showcasing her creative abilities abroad. She participated in the 1976 Bridal Fashion Fair held in New York . Her collection was extremely well received and within a year some of the most exclusive shops in the United States , including Saks Fifth Avenue , Bergdorf Goodman, Neiman Marcus, and Henri Bendel purchased her gowns. The Santa Barbara Precious Moments Bridal House and the New York Precious Moments Bridal House was established on the 30th of June. In the same year, Santa Barbara Precious Moments Bridal House, New Port Beach Precious Moments Bridal House and Hawaii Precious Moments Bridal House was established in the United States of America .

In 1978, the Sri Lanka Precious Moments Bridal House and Bangkok Precious Moments Bridal House was established in Sri Lanka and Thailand.

In 1980, following a brilliant fashion show in London in 1980, Elaine’s collection found its way into the bridal salon of Sheffield . 

In 1981, Subsequent shows reprised her prior successes, capturing the hearts of young brides in Jakarta and in the former Soviet Union . The marriage of the daughter of the former president of Indonesia brought the commission for a dress made entirely of gold cloth; a stunning success in the international press, the design itself of pure Precious Moments Bridal.

In 1983, Elaine has always maintained the importance of retaining the cultural traditions of Asian clients when designing specific bridal gowns for them. For thousands of years, Chinese brides have worn red gowns: white was traditionally funerary in nature. Her introduction to the Chinese at the Beijing show featured her wedding gowns in western-style white. More than 5,000 spectators were in attendance, including such notable figures as Mrs. Li Fin Lim, wife of the President and Mrs. Hu Sui Pong, wife of the General Secretary of the Communist Party. All were immediately mesmerized by the fantasia of the show, and after the shockwaves subsided, brides in China increasingly began to prefer the western style white wedding. 

In 1985, Elaine Chen had no intention, however, of unwittingly causing the extinction of the traditional red gown, and so presented a second collection to China in the same year, which comprised more of a synthesis of the old and the new. This was more in line with her ideals, and the Chinese embraced this merging of east and west without reservation; as the Precious Moments Bridal House is established in Beijing today. 

In 1986, she also plans to host a bridal convention, the "Asian Bridal Summit," which will gather designers, business people, and other members of the bridal industry to discuss how each Asian country can work to preserve its heritage. Elaine feels that the time is imperative to hold this meeting any further delay will doom traditional Asian styles of marriage. Elaine will not let them go without a fight.

In 1991, Elaine organized a bridal exhibition in front of 6,000 people in Moscow soon after the 1991 coup d’etat. Her sumptuous display swayed the gathering, which included the daughter of Russian president Boris Yeltsin, and Mr. V. Folomin, the Soviet Minister of Culture. 1991 also brought laurels: she was honored with the Triumph of Fashion Award by the European Association for Excellence for her contribution as an international promoter of Occidental culture.

In 1992, Elaine displayed her art in Barcelona at the Pedralbes Palace, designed in part by the renowned architect Gaudi. Following that collection, she received special permission to bring her gowns to the famous church La Sagrada de Familia. This same year, one of her gowns was presented to the Barcelona Dress Museum .

In 1998, Elaine participated in the Japan Culture Festival in Paris , which was conducted under the directorship of Mr. Hiroshi Teshigawara. Her collection was accompanied by Mr. Soshitsu Sen’s tea ceremony and Mr. Hideo Kanze’s noh. Her designs decorated the Grand Finale. In July, Elaine was presented the Foreign Minister’s Award for her past contributions and meritorious service in promoting cultural exchange. 

In 2000, the Hokkaido Precious Moments Bridal House and Tokyo Precious Moments Bridal House was established Japan. 

Currently, a complete bridal collection is in the design stage, an entire array of amenities including shoes, bags, flowers, and even accessories, all purely design by Elaine. This diversity is reflected in her licensing arrangements, as she presently boasts thirty-four production agreements. Throughout her career Elaine has consistently refined her art, constantly reaffirming her preeminent position in haute couture. Without doubt, her designs and creations will continue to astound well into the future, expanding her realm of creativity without boundaries, beauty unrestrained and free.

Recently, Elaine was called by The Hollywood and she moved to Los Angeles to design couture and dresses for the stars and celebrities which include Julia Roberts, Jennifer Lopez, Whitney Houston, Madonna, Cameron Diaz, Sandra Bullock and etc.. Now, Elaine's design are appear in movies and films which include Notting Hill, 10 things I hate about you, Legally Blonde, Back to Alabama, There's something about Mary, Maid in Manhattan and etc.. Elaine and Holly Harp were introduced, and Elaine turn to the world of fashion to design the couture dresses for MTV Europe Awards. Elaine rose quickly in stature and visibility as a designer/spokesperson frequently featured in fashion publications and on national television. Her celebrity clientele includes Michelle Pfeifer, Kim Basinger, Halle Berry, Alanis Morrisette, Selma Hayek and Geena Davis to name but a few. Elaine’s designs were carried by department and specialty stores throughout Asia and the United States .

As a bridal designer with her own label currently in over 10 bridal house worldwide, Elaine now delights in bringing essential elements of glamour and fashion into the realm of romance.

Achievements

In 1968, Elaine is a recipient of the prestigious Couture Bridal "1968 New Designer of The Year" award.

In 1970, Elaine was honored by the prestigious Couture Bridal "1970 Prom Dresses Designer of The Year" award.

In 1981, she has received a designer’s award for her creative design from Brides Magazine and from the Paris Parsons School of Design which is "The Brides' Designer".

In 1987, Elaine has won "The Most Attractive Couture Dress Designer" which is held in Japan which is sponsor by a local magazine, Kitoshimaki.

In 1990, she was selected as the prestigious Couture Bridal "1990 Designer of The Year" award.

In 1991, the European Association honored Elaine with the "Triumph of Fashion Award" for Excellence for her contribution as an international promoter of Occidental culture.

In 1996, Bridal Guide Magazine recognized Elaine’s contribution to bridal design by honoring her with the "Life Achievement Award" and induction into their Hall of Fame.

In 1998, Elaine was presented the Foreign Minister’s Award for her past contributions and meritorious service in promoting cultural exchange. She received the "Japan Culture Designer of the Year".  

In 2000, Elaine was voted as the "Millennium Designer" in the Paris Fashion fair.

In 2002, she was address as "The MTV's costumes designer" by the Europe MTV.

In 2003, Elaine was "The Celebrities Dresses Designer of the year" award by The Hollywood Awards.

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Last modified: April 19, 2003

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