You'd be hard-pressed to find a wedding in the recent past that did not include Plum Pretty Sugar. Plum Pretty Sugar has become an absolute wedding staple for the bride and bridesmaids. All of those adorable wedding parties you see in the perfect getting ready robes, short sets and rompers - I'm willing to bet they came from Plum Pretty Sugar. Oh, and by the way the floral and oh-so-whimsical bridesmaid dresses are Plum Pretty Couture too. What I bet you don't know is the face behind the brand and we're getting acquainted with the one and only Charlotte Hale today.
What inspired this collection?
Fall/Winter was inspired by a combination of the 60s, mainly a photography book I came across, and an over-arching desire for moody florals as a fitting transition seasonally.
How do the designs reflect that inspiration?
CH: The designs reflect the inspiration through color … or tones. Those in between colors that are neither here nor there but feel organic, textural, fluid and feminine with a little bit of vibe. And the silhouettes, they have a bit of that flowy 60s thing.
Who are the women you envision when you
put together a collection?
CH: The girl I have in mind is classic and feminine... with trend added in. She doesn't like to show too much skin and if she does it's in a subtle, purposeful way. There's always a little bit of trend sensibility and since I’m in California, there's also a casual element as well.
How do you determine the trends?
CH: It's really a mixture of research, my gut feeling and a little bit of street style. More often than not, it is just a feeling. Sometimes I’m right and sometimes I’m wrong. Learning what works and what doesn’t and the better question… why.
You’re the leader in your category,
does that put pressure on you?
CH: It’s a very cool thing. But sure, as we grow and grow and also enter into new categories such as apparel and deeper into bridal such as with bridesmaid dresses, its pressure. For me however the pressure really is creating something that I’m proud of, that is cohesive across all categories and that is a reflection of the brand today.
When did you start Plum Pretty Sugar?
CH: Almost nine years ago. Those that have been in the industry know we created the category… but its interesting lately as many really don’t. And I love that. I love that we can lead and evolve relevantly.
How would you describe you own personal style? And what is your favorite print and style from the Fall/Winter collection?
CH: My personal style is simple, feminine, classic. Although I do love a good ruffle. My favorite print is Camino. Originally Camino had an almost black background. It was cool but a bit too vibe-y. Right now I’m really into the taupe-y, gray, mauve-y tones. Camino has all that and a sense of cut-out in terms of the flower arrangement. Favorite style… I can’t choose honestly. Generally speaking I get tied into certain silhouettes in certain prints… I get very biased that way.
Tell us more about you … and why many don’t
personally know you like we do!
CH: I’ve always wanted the brand to stand for itself. It was important to me that it lived on its own … with a personality separate from mine. Let’s face it… I have had two babies in the last four years and well…. But honestly, Plum Pretty Sugar is my first born… its my heart and every bit of my person… and sometimes people can be hurtful… and I’m sensitive. I’m trying to grow a thicker skin… (loooong, and very sad story makes me this way… for another day.)
So … what’s in your bag that will tell us more about you?
CH: Chloe sunglasses, Advil (2 bottles!), Rebecca Minkoff wallet, Charlotte Tilbury mascara, my daughters inside out socks, a fidget spinner (I’m not sure if it is my son’s or daughters…), a Sea Biscuit Tram Tour Ticket from Santa Anita, a green marker and an old business checkbook. I can’t help but laugh at myself…
So what’s next for Plum Pretty Sugar?
Lots. But I’m keeping mum… 😊
You're not going to want to miss all of these amazing photographs of the Plum Pretty Sugar Fall/Winter Edit taken by none other than one of the most sought after photographers, Elizabeth Messina featuring stunning florals by Art with Nature.
Stunning real bride in Plum Pretty Sugar in this Bohemian Carrie Bradshaw Inspired Wedding. The Style Riot, Katie Rose, in the flutter robe by Plum Pretty Sugar and Season II of PPS Couture.