Jaynee Berkman found out that Lana Del Rey was wearing one of her dresses when she was sat following the Grammys red carpet coverage this Sunday. “I noticed our dress when she arrived at the Grammys,” she explains. “Friends and colleagues started sharing photos and videos of her – it created a tremendous buzz for all of us.”
Though she typically opts for custom Gucci when awards season rolls round, this time Del Rey caused a stir when she revealed she picked up her silver, bead-encrusted gown up at American department store Dillard’s. “It was great that Lana was so open about how she bought the dress. It has made the brand more approachable,” says Berkman, chief creative officer of Aidan Mattox’s parent company.
With the Grammys usually filled with custom Versace or vintage Mugler, this is the first time an Aidan Mattox has gained such exposure through one of its pieces gracing the red carpet – but if the brand has anything to do with it, it won’t be the last, with the label already gifting Del Rey dresses from its latest collection. “We would love to see her in the brand again and hope she will consider for future events,” Berkman explained. “Our goal is to create red carpet moments all year round.”
With the Norman Fucking Rockwell singer propelling the label into the mainstream, the dress has now sold out around the world, with Google searches for the Aidan Mattox spiking significantly. There’s good news for hopeful Lana stans, however, as the brand works around the clock to restock the style as quickly as possible. For those that can’t wait, Berkman subtly adds “Fortunately, the Aidan Mattox collection is comprised of many beautifully hand beaded evening gowns so hoping this Grammy event will create a halo effect.”
With one red carpet appearance now under its belt, the label is setting its sights on the Oscars, revealing hopes that one of this year’s nominees will wear one of its dresses to the event on February 10, and tbh, we’re also keeping our fingers crossed for a full-blown mall revival. Saoirse, Florence, Margot: over to you.
