• Cheval, previously referred to as Hayley Paige, is within the midst of a authorized battle with JLM Couture.
  • The wedding-dress designer introduced her new identify on Monday.
  • She instructed Insider she struggles with not with the ability to design robes on account of the authorized battle.

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Cheval, previously referred to as Hayley Paige, stated she has been “wrestling with the grief” of not with the ability to design wedding clothes amid her authorized battle with JLM Couture.

JLM Couture, Hayley Paige Bridal’s father or mother firm, was granted a preliminary injunction in opposition to Cheval in March 2021 over her use of the @misshayleypaige social-media accounts.

The preliminary injunction prevents Cheval from utilizing her identify in any public setting, as JLM owns the trademark to Hayley Paige. A choose denied Cheval’s request to dissolve the preliminary injunction on July 25.

Due to the ruling, Cheval determined to alter her identify in March 2021. She was referring to herself as “a lady you may know” on Instagram till she selected the right identify, which she introduced on Monday.

Hayley Paige

The designer introduced her new identify on Monday.


Talking to Insider forward of the announcement, Cheval stated that though it has been painful to not use her beginning identify amid her authorized battle, it has been tougher for her that she can not design wedding clothes, including that she has been grieving what she looks like is her calling.

“Essentially the most tough a part of it has been the grief,” Cheval instructed Insider. “I noticed this quote the opposite day that grief is love unexpressed. It is like you’ve one thing that you just need to specific, have one thing that you just need to give, and you can’t.”

“And I noticed that I felt like I used to be placed on this earth to do one thing, and I have been stripped of my capability to try this,” she stated, talking of designing wedding clothes. “It is so crushing as a result of it feels prefer it’s meant to be.”

Cheval added: “I educated my complete life to do that and have my training on it. It is the wrestling with the grief greater than anything. Not with the ability to use my identify publicly to establish myself is one thing that could be a scary idea. However not with the ability to do what I really feel like I am meant to do to attach with different individuals has been the largest problem.”

Hayley Paige Gutman

Cheval stated she is grieving that she will not design wedding clothes.

Hayley Paige Gutman/Instagram

In keeping with a courtroom order filed on July 25 and reviewed by Insider, Cheval is now allowed to work within the bridal trade or another trade that competes with JLM Couture, as August 1 marked the expiration of her employment settlement with the corporate.

However in line with the identical courtroom order, she can’t be “recognized” as a designer or use her identification to advertise the gross sales of a enterprise in competitors with JLM Couture till August 1, 2027, based mostly on a non-compete clause within the employment settlement , which might make it tough for her to truly work within the bridal trade.

Cheval instructed Insider she was shocked by the ruling. “Up till about 5 days earlier than August 1, when the ruling got here by means of, I had been very mentally ready to reenter bridal,” she stated. “That’s simply one thing that was heart-wrenching and soul-crushing, and I felt blindsided. I didn’t put together for the choice in that sense.”

However Cheval stated she is now within the technique of pivoting to a brand new enterprise enterprise that won’t instantly compete with JLM.

“I’ve at all times seen myself as an artist and as a creator,” she stated. “This has given me an entire new pleasure for different frontiers. I at all times thought that bridal was my linchpin, however actually I’ve this chance to interact and captivate with much more girls now.”

Hayley Paige ‘Wrestling With Grief’ of Not Designing Wedding Dresses


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