Jose María Peiró


After more than 25 years of experience I decided to move on from my parent company that also bears my surname, to retrieve the essence and philosophy of my beginnings, and create a traditional Atelier for hand-crafted dressmaking, while leaving a room for personalization and exclusivity in large productions.

At the atelier we aim to propose the most suitable model according to the physique of the bride as well as a style to fit the place and atmosphere where the celebration is to take place. This is a place for creation, in which the bride can enjoy that special moment of selecting the most important look of her life. Utmost importance is given to completely made-to-measure creations. When our brides come to our atelier, they inform us of their personal tastes, and following an interview or conversation, the most appropriate models are selected. If necessary, certain details in the dress are altered in order to obtain the best possible result.

Our raw materials comprise the finest laces, and silks from Como, Italy. Our materials are the result of our striving for the ideal, of design and quality coming together as one. Nowadays brides have much more defined tastes and looks than years ago, they tend to be older which helps us to be closer to their tastes, which used to be more influenced by the family. This freedom and greater criteria, in my opinion is very positive as it helps us achieve a 100% coherent result. I believe that our strengths lie in our quality and personal close contact. These days when commercial brands offer mass production of finished products made in emerging markets, to be able to offer our brides dresses made in studios that she can visit, knowing that they are made with maximum care and perfection is a great advantage.

What were your first steps in the wedding industry?

When I was only 16, I started working as an apprentice for an haute-couture studio, long before realising I wanted to dedicate my life to that, to the bride’s world, designing and making dresses with the best materials.

What was the trigger that encouraged you to start your own business?

When I realised I had the experience and guts for entrepreneurship, I created, in the early 90s, along with Jesús Díez, the bridal house Jesús Peiró. It was an enriching experience, and I have very fond memories of that time, but after a while I decided I had to blaze my own trail. So in 2004 I created my own label, José María Peiró for Whiteday, going back to my creative beginnings—to customised and exclusive designs.

How would you describe the style of your work?

Plain, feminine and romantic.

How much have you evolved since you first started as a fashion designer?

Very much. Changing and evolving are inherent factors in this profession; you must adapt to the style and preferences of the brides of the time. We live in a constantly changing world, and women are no exception to that statement.

And how is a José María Peiró bride?

A woman of our time: that with distinct personality and taste, who doesn’t like to go unnoticed nor be the centre of attention.

Name the José María Peiró for Whiteday dress that you are most proud of.

All of them. Each and every dress becomes a challenge and an artwork.

Are you still able to meet all the brides?

I would love to, but nowadays I am unable, as I own an atelier in Madrid and another one in Barcelona; actually, I live between these cities and try to meet all brides, only that is not always possible. But fortunately, I rely on a professional and highly qualified team – which I entirely trust – that do part of my work.

What is your secret for success?

Love and work.

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