The Bridal Affair | English Version: Tying the knot, dressed to the nines

Desde muito nova, Yulia Maliuchik encontrou uma espécie de refúgio nas nuances da beleza e da estética: entre a dança, concursos de beleza e trabalhos como modelo, os Dresses and costumes as a form of expression have always been an important part of her life. At just 19 years old, she had her first contact with a bridal boutique. The result was an intense, almost visceral sense of belonging — an understanding that it was possible to bring together everything she loved in one place. "From the moment I entered this world, everything made sense," she tells Vogue Portugal. "Bridal fashion brings together my love for art, fashion, image creation and, above all, my belief in love." In 2022, she launched her first bridal boutique, The SoulDress, in Lisbon. "I felt a deep need to express my own point of view — something personal, something deeper," reveals Yulia, "[and the project] became a space where I allow myself to freely express my vision of bridal beauty." A year later, she opened The SoulDress Porto and, in 2024, she set her sights on the capital again to launch Jemúre Couture. "My ideas ended up going beyond the limits of a single project, and Jemúre Couture became a space for a more elegant, timeless expression, oriented towards bridal haute couture. In turn, The SoulDress is about fashion as a form of affirmation — trends, glamour, confidence and attitude — designed for a bride who is not afraid to stand out," she tells us.

With over a decade of experience in the bridal industry, Yulia remains eternally captivated by this world. "The bridal industry is infinitely multifaceted. There are no limits — neither creative nor emotional. There is constant room for development, experimentation and evolution, something that is very important to me on a personal level. It also gives me the opportunity to work closely with people, which inspires me greatly," she says. Yulia adds that "every bride who walks through our doors brings her own story, her own journey and her own emotions. Being chosen to receive this level of trust at such a significant moment in life is almost sacred. In an increasingly chaotic and overwhelming world, the amount of love, sincerity and light I find through my work is incomparable. (...) Even after all these years, I still feel an intense emotional connection whenever a new dress arrives. (...) I feel genuine pleasure in the aesthetics and beauty that each creation conveys, a feeling that has been with me for over a decade."

When it comes to choosing a dress, what is the recommended timeline for brides? When should they start looking?

The standard production time in our boutiques is five to six months, although we offer other urgent options on an individual basis whenever necessary. Based on our experience, the ideal time for brides to visit us is eight to ten months before the wedding. This allows her to choose the right dress at her leisure, as well as receive it and make any necessary adjustments without pressure. When brides come too early, they often end up feeling unnecessary doubts, as new collections are constantly arriving. When they come too late, we can usually find a solution, but the options may be more limited. Balance is key.

Is it preferable for the bride to start her search for a dress with thorough research on what she wants, or to try on a little bit of everything?

We always recommend that you explore our website and catalogue beforehand. Our selection is quite unconventional when compared to traditional bridal shops, and without any preparation, the experience can become overwhelming. When brides arrive with their favourites saved and share them with our stylists, it helps to structure the fitting process. Naturally, we don't limit ourselves to just those options and always suggest other silhouettes so that brides can try out different moods and styles. This little bit of preparation often helps to form a clearer inner vision of what you really want.

What should a bride look for in her wedding dress?

This is something deeply personal. For some brides, comfort is essential — from the fabric to the structure and feel of the bodice. For others, what matters most is exclusivity and uniqueness. Some brides value the opinion of their loved ones and want to make the choice together. What unites them all is the importance of inner feeling. Every bride has her own sense of aesthetics and beauty. It's not about dramatic emotions or tears — these manifest themselves in different ways. But if a bride puts on a dress, feels special, closes her eyes and can imagine herself walking towards her partner, and something inside her says ‘yes’, that feeling deserves to be trusted.

When choosing the perfect dress, what tests should the bride do to see if the dress meets her expectations and needs?

Understanding the concept of marriage and the specifics of the ceremony location is very useful! A beach celebration calls for light and flowing fabrics, while natural settings may not be suitable for delicate satins. The colour palette, atmosphere and overall styling also influence the choice. That said, we do not believe in strict rules. This should remain an emotional and intuitive process. We encourage brides to move naturally in the dress — to sit, walk and feel comfortable in it. If the dress inspires confidence, that feeling speaks louder than any checklist.

What is more advisable: having two dresses or choosing one dress that can be transformed throughout the day?

It depends entirely on the dress itself. If the silhouette is very structured or dramatic, transforming it may not be realistic, and a second, lighter dress may be the best option. If the construction allows for removable elements — sleeves, overskirts or capes — the transformation can be very elegant. We strongly support the idea of creating two distinct looks on the same night and consider ourselves ambassadors for this approach. Our boutiques offer many elements that can be removed, allowing brides to transform their look throughout the celebration.

When should a bride choose to wear a veil? And what characteristics should be taken into account? Is it possible to dispense with its use?

In contemporary bridal fashion, there are very few strict rules, and this also applies to veils. Some ceremonial formats may require head coverings, but otherwise, the veil is optional. Nowadays, there are many alternatives: more sculptural hair accessories, tiaras or even long, elegant scarves that create a similar flowing effect but with a more contemporary touch. The choice of veil often depends on the dress and its details. Our advice is simple: try it on. Many brides think they don't want a veil... until they try it on and suddenly feel its magic!

How important is it to receive the right support (and advice) during dress fittings?

Choosing a wedding dress is an emotional and intimate process. Brides often find themselves in a vulnerable position and need genuine support rather than pressure. Our team is deeply aware of this and works with great sensitivity. We always recommend bringing only your closest and most supportive people to fittings. A careless or overly critical comment can easily overshadow the entire experience. Often, what the bride really needs is reassurance and affection — a sincere ‘you look beautiful.’ Feeling secure allows intuition to guide the final choice.

How does a bride know which dress is right for her big day?

In most cases, you never really know in advance. Many brides arrive with a very specific idea in mind and may initially reject other styles. However, it’s often the case that, with the guidance of our stylists, they try something completely different and that unexpected choice turns out to be the right one. We always encourage openness to the process of experimentation, sometimes in a playful way, sometimes in a more serious way, because intuition is rarely wrong. Another important aspect that we advocate is taking photographs during fittings. Many boutiques discourage this, but we believe it is essential. The memories of the fitting stay with us emotionally, but the photographs remain for life. In such an emotional moment, it is easy to forget details. Reviewing the photographs helps brides reconnect feelings with visual perception. It is important not only to feel beautiful in the dress, but also to like how you look on the outside: on camera, in motion, with the right light... This balance often makes the final decision much clearer.

When it comes to the necessary alterations to the chosen dress, how should the bride proceed?

Our studio is happy to take care of all essential adjustments, such as fit, length or straps, to ensure that the dress fits the bride perfectly. In addition, we offer a careful and delicate personalisation service, which many of our brides love. These small details allow the dress to become deeply personal, without altering its essence. One of the most appreciated details is the embroidery on the veil: initials, the wedding date or a phrase that is meaningful to the couple. It is an elegant and subtle way to add individuality while maintaining the designer's vision. Our philosophy is simple: to combine master craftsmanship, reliable design and sophisticated personal touches to create a dress that is both timeless and uniquely the bride's.

What are the main tips for choosing the right footwear?

Comfort is the most important factor. Although heels can improve posture and movement, discomfort becomes immediately apparent and can affect the entire experience of the day. We also recommend choosing a single pair of shoes for the entire wedding day, or at least keeping the heel height consistent. Wedding dresses are tailor-made for a specific shoe height. When the bride changes into lower shoes, the dress immediately becomes too long, having to be held up by hand and making it more easily exposed to being dirty or stepped on. Finding a shoe comfortable enough to wear throughout the celebration allows the bride to move freely, feel relaxed, and fully enjoy her day without practical concerns.

What role do accessories play in a bridal look?

Accessories are often underestimated. Many brides feel they must remain purely classic or timeless and hesitate to experiment. However, when there is an inner desire to add an element of fashion without compromising the bride's main look, accessories offer the perfect solution. For example, every dress can be transformed with statement earrings, gloves or other expressive elements — even if it's just for the photo shoot. Later, these pieces can be removed, and the bride returns to a more timeless and elegant version of herself. This approach allows both worlds to coexist: a classic look for the ceremony and striking images that remain in the memory of the wedding. Accessories are a powerful styling tool, and in our boutiques, we pay special attention to offering unique and expressive details that elevate the entire ensemble.

This trend was also at the heart of The SoulDress fashion show in January in Porto, inspired by the film Dracula: A Love Story. The entire concept, from the dresses to the accessories, was built around the cinematic romance, historical references and a slightly dark and poetic bridal narrative.

And after the big day? Is it worth preserving the dress or is it better to adapt it for other occasions?

There is no single answer. Some brides love the idea of preserving the dress as a family heirloom. Others choose to transform it into a cocktail dress and wear it again. A growing trend involves modular designs — such as a bodice combined with a skirt — that allow parts of the dress to be worn later, with blazers or jeans. We support all approaches that give the dress a longer life!

What are the main bridal trends for 2026?

I am always very curious about the evolution of bridal fashion and how influences from the catwalk and art are reflected in wedding dresses. Looking ahead to 2026, there are some key trends that stand out for me: 

Modern romance

One of the strongest trends for 2026 is modern romance, shaped by cinema and historical references. There is a clear return to Victorian and Rococo aesthetics, as well as echoes of historical costumes — not literally or theatrically, but through silhouettes, construction and mood. Corsets, dramatic sleeves, capes, layered skirts and soft, romantic volumes reflect this influence. Here, cinema plays a key role. Fashion and cinema have always gone hand in hand, and today this dialogue is particularly strong. Series such as Bridgerton or films inspired by literature, such as Wuthering Heights, romanticise the past and reintroduce a sense of narrative, emotion and fantasy. 

The new waistline and the return of basques

Another important direction is the reinvention of the waistline. Instead of a classic and predictable positioning, the waistline is now lower, well defined or highlighted through basques, wide belts, sculptural bodices and unexpected cuts. This creates very different visual proportions and gives designers more freedom to play with structure and silhouette. What makes this trend particularly interesting is its versatility. Many of these waist-defining elements are removable, allowing the bride to transform her look throughout the day. Later, these details can even be worn separately after the wedding, giving the dress a life beyond the ceremony.

High necklines as a contemporary essential

High necklines, structured collars and halter necklines are back as symbols of elegance. Historically, these silhouettes have always been associated with sophistication and restraint, and today they are back in vogue. They tend to be combined with open backs, translucent fabrics or subtle transparencies, creating a balance between modesty and sensuality. It is a silhouette that may seem demanding, but it is completely worth the experience. On the right bride, it conveys strength, confidence and modernity — sometimes in unexpected ways.

Haute Couture

Another important trend for 2026 is the growing presence of Haute Couture in bridal fashion. What once seemed distant, almost untouchable, is now closer and more relevant to today's brides. Today, Haute Couture is less concerned with formality and more with expression. We see this in unconventional silhouettes, non-commercial lines, unexpected fabric choices, intricate draping and bold constructions. New technologies and advanced craftsmanship have made Haute Couture more flexible and accessible, allowing designers to explore boundaries while still creating wearable pieces. This couture approach is also very present in our collections. It gives us the freedom to work with dramatic volumes, complex pleats and expressive shapes — not for their surprise effect, but because they explore beauty, movement and emotion through form. 

Transforming looks

Transformability is one of the main trends for brides in 2026. Removable sleeves, capes, overlay skirts and bodices allow the bride to change her look throughout the celebration. It reflects a very current desire for freedom, versatility and individuality. Trends are inspiring, but they are not rules. It only makes sense to follow them if they make sense to the bride. The strongest ‘trend’ will always be the freedom to choose a dress that makes the bride's eyes sparkle, her shoulders lift and her gait gain confidence. That, I believe, is the most powerful statement a bride can make.

In a European context, how do Portuguese brides stand out?

Having worked with brides from various countries, I can confidently say that Portuguese brides have a strong sense of self. They know how they want to present themselves and appear incredibly harmonious and confident in photographs. They are rarely excessive or overloaded with styling. Even when they choose bolder looks, there is always elegance and balance. Some brides prefer restrained and refined silhouettes, while others arrive with sparkling eyes, dreaming of becoming princesses for a day. What unites them is courage — the courage to be authentic, rather than moulded by rules or expectations. Portuguese brides are not afraid to choose what feels true to them, which is why each one feels distinct and genuine.

In your opinion, what does each style of dress say about each type of bride?

I don't believe in rigid typologies or categorising brides into predefined styles. Very often, the choice is surprising. A woman who seems classic and reserved may want a timeless dress because it reflects who she really is. But just as often, that same woman may choose to transform herself completely on her wedding day. It all depends on the moment: your emotional state, the partner by your side, the stage of life you are in, even the season of the year. These subtle elements shape the final choice much more than labels or stereotypes. For me, bridal style is about intuition, honesty, and self-awareness. It's not about fitting into a category, but about expressing who you are at that exact moment.

Translated from the original in The Bridal Affair, supplement of Kiss Me of Vogue Portugal, published March 2026. For full credits, see the print issue.