The word “Avalon” conjures up a sense of mystery and enchantment deeply rooted in the romantic tales of ancient legends. Avalon is often portrayed as a mythical island of exceptional beauty and tranquility, where dreams and reality merge. Its lush gardens and serene waters symbolize the perfect destination—a place where hearts can connect on a deeper, more spiritual level. It embodies the ideal of eternal and ethereal love, much like the gowns in the Avalon collection by London-based brand Julita, which blends modernity with timeless elegance.
The Avalon collection was showcased in a stunning editorial inspired by Baz Luhrmann’s Elvis movie. Photographer Joe Morley captured the cinematic essence using retro color palettes, studio spotlights, and classic styling. Analog film photography added layers of authenticity and nostalgia, complementing the sultry vibe of the shoot and immersing in a deep sense of craftsmanship and tradition.
The collection was designed with a slow poetic pace that celebrates soulful feminine movement and organic detail. It features luxurious fabrics such as lucid silks, gold-brushed pleated tulles, diaphanous organza, and decadent encrusted laces. All pieces are handcrafted relics of romance, adorned with whispering feathered accents, hand-painted botanicals, and sculptural beaded lace talisman adornments. Each gown was associated with the solar and lunar phases: Dusk, Sundown, Blue Hour, and Lunar Eclipse. With flawless makeup by Storme Makeup and exquisite headpieces by Hermione Harbutt, the editorial is a visual testament to the timeless simplicity and romance embodied by Julita London.
The Seraphim gown, crafted from lustrous, lightweight silk, wraps around the body, creating a sensual and sophisticated silhouette. The design features an open cowl back that frames and elongates the figure, enhancing the gown’s graceful allure. The circle-cut skirt allows for luxurious movement, with a sweeping train that effortlessly drapes and pools with dynamic volume, gliding across the floor in a cascade of silk.
A headband adorned with delicate gold embellishments completed the feminine and dreamy look. It showcases intricate starburst patterns that shimmer subtly, catching the light with every shot.
Merida is a homage to feminity. This beautifully minimalistic bias-cut slip dress is crafted from hammered pure silk. The gown is luxuriously soft and lightweight, draping the figure in a flattering silhouette. The gentle front cowl neck and the open draped low back create sensual sophistication. The back of the design is anchored with freshwater pearl strands, adding a weighted drape that enhances the gown’s graceful flow. The pearls can be repositioned to offer multiple styling options, allowing the bride to personalize her look. This modern and timeless classic is perfect for the bride who appreciates simplicity and elegance, with a hint of vintage charm.
The Gemini dress offers a playful, modern silhouette that transitions effortlessly from day to night. This mini dress is crafted from sunray-pleated soft tulle, accented with delicate gold brush strokes. A net underskirt provides added volume, enhancing the dress’s flirty and dynamic appeal. Designed with an adjustable corset construction, the bodice of the Gemini dress molds perfectly to the body, offering support with light internal boning.
The dress is elevated by intricate floral hand-embroidered embellishments. Three-dimensional floral appliqués, handcrafted from tonal silk crepe georgette and lace, adorn the dress. These embellishments are inspired by underwater gardens, featuring clusters of seed beads, delicate colorless sequins, and pearl accents that shimmer with every movement.
The headpiece was crafted with intricate artistry. It features a fine gold wire base that weaves gracefully into a crown-like form resembling a luminous nimbus. This provides a regal and timeless look, framing the model’s face with an aura of celestial charm.
The makeup complemented the headpiece, adding to the overall ethereal and romantic aesthetic. It featured a flawless, glowing complexion achieved through dewy foundation and subtle contouring. The eyes were the focal point, with a soft gold shimmer on the eyelids, accentuated by precise black eyeliner and voluminous lashes that framed her eyes beautifully.
The Vida gown is designed to captivate with its ethereal beauty and unique silhouette. Crafted from delicate organza, the gown allows the body to shimmer through the fabric when caught in the light, creating a mesmerizing and luminous effect. This stunning gown features oversized raglan sleeves, an elongated back-neck tie, and an exaggerated train that flows gracefully behind the bride. The intricate detailing of handmade satin flowers, each highlighted with pearl-tipped stamens.
Each Vida gown is a piece of sacred wearable fine art, uniquely hand-painted in Julita London’s studio. This bespoke approach means the design can flow organically with painterly romance tailored to the bride’s preferences. The painted imagery on the gown can include the bride’s favorite signature flowers, serving as a symbol of love, or incorporate written words such as quotes, dates, initials, or secret messages entwined within the fabric.
The meticulous craftsmanship, luxurious fabrics, and intricate details of the Avalon collection reflect Jo’s passion for creating bridal wear that is not only beautiful but also deeply meaningful. As the creative mind behind Julita, Jo ensures that every piece invites brides to embrace their individuality and personal stories.
DRESSES Julita London | PHOTOGRAPHER Joe Morley | MUAH Storme Webster | HEADPIECES Hermione Harbutt | MODEL Courtney Frances
