If you are on the hunt for a less traditional wedding dress, these are the designers to know.
As we enter an era of less formality due, in part, to the changes the pandemic brought, brides are welcoming the unconventional with informal wedding ceremonies, intimate nuptials, elopements and parties that take wedding day attire in a new direction.
If you’re looking to break free from the pressures of a traditional gown, there are endless options for a contemporary look (or looks). From ready-to-wear designers breaking into the bridal market to accessible modern bridal brands who are paving the way. It’s the rise of the anti-bride.
Still need to plan your Hen Party? Read here for our top 12 destinations your whole crew will love.
Harmur Bridal
British womenswear brand, Harmur, was founded by mother-daughter-daughter trio to create timeless backless tops made from sand-washed silk. For their debut bridal collection, the trio wanted to capture a mix of old school elegance and glamour alongside their signature modern-day effortlessness. Leaving behind the idea of contrived gowns, each piece is from the brand’s signature silk satin or crepe, making their pieces drape and move effortlessly. Constance, Minnie and Matilda felt it was important to not only offer the perfect dress for your ceremony and reception but to also get excited about the dress for your party or your first dance – a true testament to the modern-day bride.
Harmur
Rixo Bridal
Rixo Bridal
The OWN Studio
London-based designers and best friends Jess Kaye and Rosie Williams founded The OWN Studio to bring a contemporary aesthetic to wedding wear. Handmade at its London atelier, the label’s signature style combines pared-back, contemporary silhouettes with unexpected vintage details resulting in considered, minimal styles for the modern woman. The label’s ethos is to create bridal-meets-evening wear pieces that can become luxe wardrobe staples long after the wedding day. Their latest collection of designs compromises 26 pieces which can be mixed and matched to create a personalised capsule wedding wardrobe brides can change in and out of throughout their day and beyond.
The OWN Studio
Taller Marmo
Founded by Riccardo Audisio and Yago Goicoechea, Taller Marmo fuses luxurious design with a ‘60s and ‘70s-inspired spirit. Defined by a modern take on occasion wear, the brand employs clean relaxed cuts in bold and empowering fabrics, where a focus on craftsmanship intertwines with a fun and fabulous spirit. Based in Milan, the label uses quality fabrics to craft eveningwear that embraces maximalist glamour inspired by classic Hollywood icons like Elizabeth Taylor and Sophia Loren. The Sposa 01 collection is a bridal debut for the brand that boasts fluid draping, feather-trimmed dresses, mini lengths and cool co-cords.
Taller Marmo
Reformation
It’s likely you already own a Reformation dress having been a hit for wedding guests, vacations and occasion dressing for years. But it’s also a one-stop shop for brides looking for wedding and bachelorette looks. The affordable price points (dresses start from just £370) mean you’re not breaking the bank for a one-day affair. You’ll find long silky slip dresses, lace minis and matching separates you’ll wear post-wedding too, and you can kit out your bridal party whilst you’re at it with their bridesmaid edit.
Reformation
Whistles Wedding
This contemporary British fashion brand extended its offering with bridal in 2016 at an affordable price point of under £700. The 2023 collection boasts a selection of timeless dresses, contemporary tailoring and chic jumpsuits for every type of ceremony; from beach nuptials to city hall celebrations. Comprising of 20 styles – five new this year – each name was inspired by romantic heroines and fuses classic designs with playful twists for the modern bride looking to splurge on the honeymoon instead.
Whistles Wedding
NET-A-PORTER
From ceremony styles to the perfect reception outfit, NET-A-PORTER presents everything you need for the chicest celebration – shoes, bags and accessories included. You’ll find voluminous styles from Christopher John Rogers, romantic details from Magda Butrym and simple styles from Khaite with an exclusive capsule from the New York label offering five chic and elegant dresses perfect for quiet city nuptials. Don’t forget about your jewellery too, from diamonds to pearls, NET-A-PORTER will play cupid and find your perfect match.
NET-A-PORTER
MATCHESFASHION
The global luxury retailer MATCHESFASHION launched its first wedding shop in 2020 and have a curated edit of over 250 modern bridal pieces featuring key designers including Emilia Wickstead, Roksanda and Erdem. Dedicating itself not only to completing a bridal look but also pieces for the bride’s honeymoon, MATCHESFASHION has today’s most sought-after pieces, whether you’re looking for the perfect white swimsuit or a structured white suit.
MATCHES FASHION
SELF-PORTRAIT
Han Chong’s much-loved label has been worn by royals and A-listers since its launch in 2013, and the debut of his bridal collection in 2016 has similarly been a triumph thanks to the affordability and versatility of his pieces. Seeing a gap in the market for cool, understated gowns, his collections are made from guipure lace, silk, crepe and chiffon in shades of white and cream: his feminine but fashion-forward aesthetic provides the perfect formula for occasion dressing, loved by the unconventional bride. Styles range from high-necked laced dresses to puff sleeved minis and beaded sequin maxis.
Self Portrait
GALVAN
Galvan London Bridal
NADINE MERABI
British-Lebanese fashion designer Nadine Merabi is known for her flamboyant evening wear and her collection of contemporary bridal options are perfectly suited for events surrounding the big day. Strong suits, feathered mini dresses and bold jumpsuits in brilliant white hues offer a wedding wardrobe for the party bride who wants to steer away from the traditional big white dress and make a statement in true MERABI style. You’ll be sure to add the right kind of drama to your rehearsal dinner in her show stopping sequins.
Nadine Merabi
HALFPENNY LONDON
Kate Halfpenny created her bespoke bridal dress business in 2005 with the aim to bridge the gap in the market for fashion-forward designs. Her refreshing approach to bridalwear made an immediate impact within the luxury bridal category, appealing to fashion-conscious, style-savvy women with a desire to express their individuality. Proud to design and make her garments in London, Halfpenny’s grown-up glamour combines stunning simplicity with modern detailing.
Half Penny London
THE FALL
A contemporary bridal destination in East London, The Fall was created with modern, independent women in mind who don’t relate to the mainstream offering and want a relaxed yet elevated alternative to bridal shopping. The boutique’s designers are all carefully selected not only for their quality and style but also for their ethos and values. You’ll find a mix of British, American and Australian designers, each with their unique DNA.
Katherine Tash at The Fall
EMILIA WICKSTEAD
New Zealand born, London-based designer Emilia Wickstead is a favourite of the Duchess of Cambridge and synonymous with timeless elegance and category-defining simplicity. Her core bridal collection offers couture-like architectural silhouettes juxtaposed with romantic, feminine details that epitomise the Emilia Wickstead design ethos. Add to this her sleek, oversized bows which are not only iconic, but beautifully timeless.
Emilia Wickstead
Image credit: Half Penny London
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