By Jim Servin
PURIST: What motivated you to make sustainable fashion the cornerstone of your business?
BRIDGETTE MORPHEW, FOUNDER: Sustainability has been fundamental to our business from the start, with a focus on vintage and recycled materials since 2004, before “sustainable” was widely recognized. We began by sourcing antique materials from across the globe, with our design consulting business working with clients such as Valentino, Zimmermann and Alexander McQueen. This quickly turned into creating new products from existing archival fabrics, which has since grown into our full brand. We use only high-quality materials like silk and organic cotton, which we believe are better for wellness than modern synthetics.
PURIST: How does wearing clothing made from these fabrics contribute to a sense of well-being?
BM: Vintage textiles used by Morphew are inherently organic, as they originate from a time before the widespread use of pesticides and harsh dyes. Additionally, many have been laundered for decades, which releases any chemicals that may have been used, and creates the luxe, soft and wearable feel against the skin that our customers love. Many items are unique, enabling clients to express their individuality, offering an alternative to mass-produced fashion.
PURIST: Madonna, Rihanna and Miley Cyrus are Morphew clients. How have they participated in Morphew’s personalized design process?
BM: We have been blessed to have sold to many celebrities. Musicians love our treasure trove of vintage clothing, from 1930s slips for Florence Welch and Madonna, to designer duds for Miley Cyrus. What really gets them going, though, is our Atelier collection and custom pieces. The design process varies: Some clients request custom pieces for music videos or promos, with specific sketches and ideas usually based off one of our existing designs; others have simply purchased pieces off the rack, such as Bebe Rexha, who chose one of our handmade Victorian lace gowns for her music video, or Madonna, who just shops for her private life. Many celebrities don’t have time for shopping, so often we work through stylists and we have developed a remote, virtual custom fitting process. A specific example is the gold dress created for Rihanna’s campaign for her Fenty Beauty Trophy Wife body makeup.
PURIST: Any unusual ways you’ve sourced vintage materials?
BM: We travel the globe and have seen the private collections of some amazing women, from artists and socialites, to designers we’ve had as clients for years who are selling off their archives. Notable sourcing experiences include being invited by a 1990s supermodel to view and purchase from her personal Azzedine Alaïa collection.
PURIST: The Gown Salon in Southampton features evening and cocktail attire spanning from the 1890s to the 1990s, priced from $700 to $10,000. Please give Purist readers examples of some of the items available.
BM: We wanted options for everyone, so pieces start with unbranded vintage cocktail dresses from the 1960s and 1980s, often with beautiful lace or beadwork—couture quality at a better price. Then we move on to items such as older pieces from 1930s slip dresses to Victorian beaded capes (around $2,000 to $3,000). Designer pieces, such as vintage Yves Saint Laurent and Givenchy haute couture, Alexander McQueen runway samples and Valentino ball gowns, can be priced upwards of $10,000. We have some exceptional French laces in at this time.
PURIST: Why is Southampton an ideal location for the Gown Salon?
BM: There is a local demand for eveningwear in the Hamptons, as clients often need gowns or cocktail dresses for last-minute events and prefer not to travel back to the city. The salon addresses this gap in the market, as there are very few other eveningwear options in the area. It also serves clients from Long Island who find traveling to the city challenging; this offers them a convenient and enjoyable shopping alternative.
56 Hampton Road, Southampton; morphewworld.com