The "queen of wedding gowns" Vera Wang is making her mark in town with a four-storey bridal boutique in trendy SoHo.
The shop - at the spot where multi-label store Forest Bird used to be - will have its "soft" opening today, when it will hold its first consultations with brides-to-be.
The New Yorker's local partners hosted an event on Monday for the women to have a first look at the interior, followed by a luncheon at nearby restaurant La Marmite.
Yolanda Choy-Tang, who has been stocking Wang's dresses in her Central Weddings & Occasions boutique since 2009, was thrilled to introduce the new boutique.
"With the new store's space we are able to introduce local brides to more styles, and more importantly a better experience to help them find the perfect dress," Choy said.
Apart from Wang's signature white gowns, the shop will also stock dresses in a range of colours, such as the bold black and beige number from her autumn-winter collection, and red gowns from the coming spring-summer season.
The shop, although not in the heart of Central, was perfect for the Wang philosophy, Choy said. "It's going to be a destination boutique. We love the up-and-coming vibe of the neighbourhood."
The boutique, expected to fully open early next year, will also stock Wang's homeware range, including crystal glasses and bone china dinner sets.