Morilee, a revered name in American bridal fashion for over seven decades, proudly announces its comprehensive rebrand as Morilee New York this June 2025.
Morilee New York’s strategic evolution signifies a profound commitment to its rich heritage while boldly stepping into the future. The refresh encompasses a new brand identity, a redesigned logo, a modernised website, and the unveiling of a captivating new collection, all under the creative vision of a new design leader.
Honouring Tradition, Embracing the Future
The transition to Morilee New York is a testament to the brand’s enduring values: timeless elegance, romantic design, and unparalleled craftsmanship. While the name and logo have been thoughtfully modernised, the very soul of the brand remains steadfastly rooted in its New York origins, the city where its remarkable journey began. This rebrand is not merely a cosmetic change but a reaffirmation of the core principles that have defined Morilee since its inception.
Nathan Serphos, Chief Executive Officer, expressed immense optimism regarding this pivotal moment. “We are incredibly optimistic about the future of our business and excited to embark on this journey with our new leadership team, where collectively we will continue to honour Morilee’s legacy and dedicate our efforts to strengthen our coveted partnerships with our clients and beloved vendors.” His words underscore the brand’s commitment to its valued relationships, a cornerstone of its success.
Matteo Maggini, Chief Commercial Officer, a veteran of over 20 years with Morilee, provided a deeper insight into the natural progression of this rebrand. “As someone who’s been part of Morilee for over 20 years, I’ve seen firsthand how our brand has grown while staying true to its soul,” Maggini explained. “Hence, Morilee New York was a natural next step – one that respects our past, strengthens our present, and sets the foundation for the future.” His perspective highlights the organic evolution of the brand, building upon its established foundation.
The “Goddess Collection”: A New Era of Design
Complementing the rebrand is the highly anticipated launch of the Fall/Winter 2025 Goddess Collection. This collection marks a significant milestone as the first under the visionary leadership of Chief Design Officer Jiyup Kim, who joined Morilee in 2024. The Goddess Collection embodies a harmonious blend of classical beauty and contemporary bridal expression, characterised by its graceful silhouettes and exquisite, refined details.
Jiyup Kim articulated the essence of her debut collection, stating, “The Goddess Collection reflects what matters most to us, which is an amalgamation of simplicity, elegance, and the end result: the joy of making each bride feel radiant and confident on her day.” Kim’s philosophy centres on empowering brides, ensuring they feel their absolute best on their special day, a sentiment that resonates deeply with Morilee’s long-standing dedication to bridal happiness.
An Enhanced Digital Experience
Further enhancing the Morilee New York experience is the launch of its newly redesigned website, morilee.com. This intuitive platform is engineered to provide a seamless and enriching experience for both brides and retail partners. The updated site features stunning new imagery, enhanced tools for exploration, and exclusive materials designed to support the bridal journey from initial inspiration to the final fitting. The digital transformation aims to strengthen Morilee’s community, offering comprehensive support at every stage.
“Same Heart. New Name. Morilee New York.”
The integration of “New York” into the brand name is more than a geographical homage; it’s a profound acknowledgement of the city that has shaped Morilee’s identity and spirit. As Nathan Serphos aptly explains, “This is more than a visual refresh; it’s a way for us to better connect with our brides and retail partners, while continuing the same trusted service and support we’ve always been known for.” He further emphasised, “As Morilee has just become Morilee New York, we remain deeply rooted in our legacy, committed to beauty, craftsmanship, and the lasting relationships we’ve built over decades with our new mantra: ‘Same heart. New name. Morilee New York.'” This powerful mantra encapsulates the essence of the rebrand: a modernisation of identity while preserving the core values and unwavering commitment to quality and relationships that have defined Morilee for generations. The future of bridalwear is bright with Morilee New York.
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