As we enter an era of less formality, the modern bride is 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 and these are the designers to know.
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Harmur Bridal
British womenswear brand, Harmur, was founded by mother-daughter-daughter trio to create timeless backless tops made from sand-washed silk. Their signature bridal collection captures a mix of old school elegance and glamour alongside their iconic modern-day effortlessness aesthetic. Leaving behind the idea of contrived gowns, each piece is crafted from the brand’s signature silk satin or crepe, making their pieces drape and move effortlessly.
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 is influenced by the OWN girl who is glamorous and relaxed all at once, with slinky silk dresses, dropped-waistlines and retro silhouettes that can be worn for the big 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, and a focus on craftsmanship intertwines with a fun and fabulous spirit. Based in Milan, the label uses quality fabrics to craft evening wear that embraces maximalist glamour, inspired by classic Hollywood icons like Elizabeth Taylor and Sophia Loren. The second bridal collection from the brand boasts fluid draping, feather and fringed-trimmed dresses, mini lengths and modest kaftans.
Reformation
It’s likely you already own a Reformation dress; they have 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
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 been a similar 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
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. Her newest collection, The Blanc Edit, serenades you with white pearlised shimmers and bold details. 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 style. You’ll be sure to add the right kind of drama to your rehearsal dinner in her show stopping pieces.
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 bridal wear 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.
Halfpenny
The Fall
A contemporary bridal destination in East London, The Fall was created with modern, independent women in mind; it’s for those 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 a unique DNA.
Cinq at The Fall
Whistles Wedding
This contemporary British fashion brand extended its offering into bridal wear in 2016, and at an affordable price point of under £700. The Whistles Wedding 2024 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 17 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
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
Safiyaa
Starting as a demi-couture evening wear brand, designer Daniela Karnuts launched her London-based label Safiyaa in 2011 with the idea of becoming the dressmaking equivalent of a Savile Row tailor. Luxury fabrics, artisanal techniques and precision silhouettes has seen her signature feminine tailoring become a favourite amongst celebrity clients including Jennifer Lopez and Meghan Markle, and she extended her best-selling classics into bridal wear in 2019. The 2024 bridal collection is timeless, chic and bespoke, imbuing a sense of confidence true to the brand’s DNA. Shapes are refined yet fresh, with scatterings of luxury details evoking a modern elegance that offers an alternative to traditional wedding gowns.
Safiyaa
Temperley London
British designer Alice Temperley is known for her free-spirited bohemia, and her eponymous fashion label Temperley London is a whimsical mash of ornately embroidered dresses and feminine finishes. Her latest bridal collection, the Azalea collection, pays homage to the golden age of Hollywood, nodding to the Film Noir icons who graced our screens with unadulterated glitz and glamour. Visit their Somerset atelier for the full bridal experience.
Temperley London
Rebecca Vallance
Australian designer Rebecca Vallance has been designing since 2011, meticulously crafting ready-to-wear collections with the modern woman in mind and gathering an A-list following along the way. Rebecca’s bridal capsule Bella Rose is all about modern silhouettes crafted for the fashion-forward bride. Her structural dresses are awash with her signature bow detailing and grand-scale florals, and focus heavily on tactile textures like feathers, sequins and diamantés to etch an unforgettable presence. Shop for the rest of your bridal party too, as Rebecca also caters for bridesmaids, guests-of, and mothers of the bride.
Rebecca Vallance
Rotate
Copenhagen-based fashion brand ROTATE is known for its retro-inspired dresses and impactful glamour, and their bridal offering continues to play on their signature sexy silhouettes by reimagining opulent, off-white fabrics for high impact. Feminine floral motifs play a prominent role throughout, adorning 80s-inspired shapes for the free-spirited bride. Catering for the contemporary bride with pieces suited for sun-drenched summer weddings, the Rotate woman is not afraid to subvert tradition. Their latest wedding collection is inspired by Elizabeth Taylor, and they have launched an in-store bridal suite at their flagship store in Denmark.
ROTATE
Ghost London
The established London-based fashion house is celebrating forty years as a brand and is synonymous with satin slip dresses and a contemporary vintage feel. Their latest Modern Bride Capsule boasts a collection of timeless satin separates and dresses true to the brand’s feminine aesthetic. The affordable price point is perfect for low-key weddings or a bride who’s looking for laidback luxury without spending a fortune. Read our Suitcase Series with Creative Director Sameera Azeem.
Ghost
NET-A-PORTER
You don’t have to look to dedicated bridal brands for your big day, and luxury online retailer NET-A-PORTER have a large, curated edit of wedding looks, from ceremony styles to the perfect reception outfit. Complete your look with shoes, bags, accessories and jewellery, and find pieces for the events surrounding the wedding, such as your honeymoon. You’ll find everything from your big-day-dress to the perfect white swimsuit under one roof.
NET-A-PORTER
Clio Peppiatt
Clio Peppiatt is the British womenswear designer on everyone’s lips. Her collection of beautifully crafted designs stem from traditional embroidery techniques taught by her grandmother. Romantic yet modern dresses with hand-beaded embellishments go hand-in-hand with evening celebrations: her mini dresses are particularly iconic to the brand. She has a collection of handmade bags too.
Clio Peppiatt
DE LA VALI
DE LA VALI
Worme
This luxury silk wear, made-to-order brand in London was founded by sisters Hannah and Melissa Collett in 2018. They were inspired by their summers spent in Cadaqués, Spain, where they were immersed in the rich artistic legacy and wild energy of the town, and began reworking the effortless glamour of their mothers 1970’s evening wear. Their bridal is made-to-measure upon consultation, with alterations to any of their existing designs starting at £1,300 and totally bespoke from £3,000.
WORME
Magda Butrym
Polish fashion designer Magda Butrym has created a contemporary vision of romanticism in fashion. For her bridal edit, a curated selection of sexy-yet-elegant white designs offer a new perspective of bridal wear, with many boasting the signature rose embellishment and recognisable silhouettes found in her seasonal collections. Embellish your look with her retro inspired accessories from gloves to satin mini bags.
Magda Butrym
RAT & BOA
It’s unlikely your vacation wardrobe is without British brand Rat & Boa, reigning supreme for holiday-ready dresses that exude a free-spirited approach to dressing. Destination brides rejoice: their small edit of fluid, beach-ready pieces can be worn post-wedding too. Simplicity meets sex appeal with silk slip dresses, light-as-air chiffon and cool-cords making their pieces a good investment for those who want more from their wedding day look.
RAT&BOA
Image credit: The OWN Studio
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