Fashion types know Johanna Ortiz for her bright, classic-with-a-twist daywear—think gingham button-downs with big poufed sleeves—and festive, flirty party dresses, usually with off-the-shoulder necklines and lots of ruffles. The common denominator is always a sense of joy—and what’s more joyful than a wedding? After receiving multiple requests from brides-to-be for custom wedding dresses, Ortiz decided to create a small collection of 12 feminine, unfussy gowns in white, ecru, and blush for Moda Operandi. The dresses launch next week, but Ortiz gave Vogue an exclusive first look.

Designing expressive gowns for one of the most intimate, festive, and joyful moments of a woman’s life is such an exciting privilege!” Ortiz says. Her first wedding dresses have all the flair we’ve come to expect from her ready-to-wear collections: deep ruffles, off-the-shoulder sleeves, floral motifs, and the right balance of drama and ease. “A wedding dress [should be] an extension of your individual, personal style for this one special day, but it’s often challenging to find gowns that are both feminine and make a statement, which is where my collection comes in,” she adds. “My brides are constantly celebrating life, so I translated that with movement and just enough volume.”

The dresses range from $1,850 to $9,000, and can be ordered online through Moda Operandi starting next Thursday, May 18. New York brides can also try them on in-person at Moda Operandi Madison, at 24 East 64th Street, from May 17 through May 26.

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