The idea of MOMENT of WHITE was born when Alena Konnova struggled finding a dress for her wedding in Armenia that would reflect her vision of elegant minimalism. This gap in the market inspired her to create a brand that celebrates uniqueness, craftsmanship, and quality. 

Drawing from over two decades of experience in the fashion industry, Alena has collaborated with leading Russian and international brands, developing a profound understanding of how to translate luxury into clothing. Her designs aim to instill confidence, elegance, and beauty in every woman wearing them.  

A pivotal moment for the brand occurred in 2023 when the brand held its first fashion show on the runway.

In the serene and timeless halls of the National Gallery of Armenia, MOMENT of WHITE showcased more than bridal gowns — it revealed the essence of delicate and empowered femininity. Each gown is thoughtfully designed to highlight the natural elegance and individuality of every woman.

Reflecting the bridal-core style, MOMENT of WHITE proves that any special event can match the magic of a wedding day. MOMENT of WHITE has a mission is to make every woman feel confident and radiate the most authentic version of herself.