The opening designer at the JLM catwalk, Hailey Paige, is a poster girl for the social media hashtag generation of brides - opening her capsule collection #PaigeMe by showing her sweet, upbeat personal wedding video.

As we all sighed at the sheer romance of it all (and how gorgeous sheandher husband looked!) she brought the film to life by sending out the four designs she wore on her wedding weekend. 'Hayley,' a stunning amethyst tulle ball gown with beaded long sleeved bodice, full skirt and cathedral train, followed by 'Wallis' - a hologram all over beaded sheath gown with nude lining and sexy, low open back with crystal straps - then 'Freddie,' an ivory silk crepe sheath with draped beaded neckpiece of alabaster and rhinestone and a matching draped headpiece, and finally 'Paige,' an ivory two piece tulle ball gown with full tiered skirt embellished with hand painted flowers and a gathered taffeta crop top. All were #soHailey. Apart from getting married, Hailey Paige has been busy designing three other collections - #fleurescent, followed by the Salt and Honey collection #RunwayRampaige and the Jim Hjelm collection itself. 

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#Fleurescent concentrated on femininity - lots of tulle, floral accents, beaded bodices and ice cream soft colours such as nude, alabaster and delicate lilac. The closing look? A theatrical lattice ball gown with hooped skirt covered in silk flowers with its own #xanadu - for the very fashion-forward and brave bride!

The Salt and Honey collection is definitely for an alternative bride looking for something daring and different - in a gorgeous 'My Little Pony' palette of azalea blue, orchid, mint, porcelain blue and venetian pink, Paige showed everything from a fully beaded romper to satin palazzo pants, a ball gown to a feathered mini, vinyl dresses to a black lace bodysuit - #notfortheshrinkingviolet

The Jim Hjelm collection was as light and lovely as a summer's day. In delicate shades of blush, ivory, and rosewater and with crystal butterfly embellishments, she experimented with the concept of the ball gown and the fit and flare, showing each with elements of transparency but not too sheer.  Organza, tulle and Chantilly lace were key fabrics with the introduction of millinery net giving a more modern, open-weave look to a full ball gown with a shawl neckline.  Low backs, natural waist corsets, cascading skirts and statement sweeping trains all added to the sheer romance of the collection.

BROWSE THOUSANDS OF GOWNS 

Alvina Valenta by Jessica Williams showed a modern, wearable collection of gowns, again in a mix of luscious soft colours as well as shades of ivory and white. From a shimmery cashmere tulle ball gown with low scoop back and a lilac floral jacquard seamed bodice sheath with tulle overskirt, to a flounced silk organza A-line with draped bodice and a marbled jacquard ball gown with modern pleated skirt with pockets - the dresses spoke for themselves. 

Lazaro Perez, the final designer at JLM's showcase, really knows how to do glamour. With the emphasis on full skirts (some of which would make perfect award season gowns), he showed dreamy dresses combining champagne tulle with ivory and gold Alencon lace, ombre silk organza in soft wisteria with an opal jeweled waistband, sherbet floral-printed chiffon with tulle and a full trailing rose print ball gown in palest lilac with matching veil. These statement gowns would work in any setting from a garden to a cathedral - utterly gorgeous!

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