It’s a choice so hyped that it has the potential to trigger an existential crisis: what wedding dress are you going to wear? Are you a classic bride, a bold bride, a vintage bride, a cool-girl minimalist, a triple change on the day maximalist, an aficionado of impeccable tailoring, a Bianca Jagger, a Carolyn Bessette, a future Princess of Wales? Or are you, quite possibly, a bit overwhelmed?
The options are so extensive that it can be easy to succumb to decision paralysis. One solution for maximising the sartorial opportunities is to opt for multiple looks across your wedding celebrations — all well and good until the budget starts disappearing before your eyes.
To get around this, you could consider a look from a non-bridal brand, many of which release annual or bi-annual wedding collections. Not only are these more affordable than options from wedding dress designers, they offer a certain kind of contemporary cool that more traditional options sometimes miss.
“Finding the right dress is not about chasing perfection, but about recognising yourself in the details — in the way the fabric moves, in the quiet elegance of simplicity, in the confidence it awakens within you,” say Riccardo Audisio and Yago Goicoechea, founders of Taller Marmo, the cult Italian fashion label known for exuberant eveningwear (and, increasingly, fabulous bridal options).
“The perfect dress is the one that feels effortless, timeless, and entirely your own — a reflection of who you are as you step into who you’re becoming.” With that in mind, here are some of the best names to know for a non-bridal bridal look.
Dôen
A Dôen bridal look might just be the ultimate cool-girl move. And you don’t need to be getting married in coastal California to embrace the coquettish femininity of long, lacey gowns, embellished beauties and milkmaid-style midis. The label’s recent drop of lace-trimmed skirts and cashmere tops (and everything in the just-dropped Spring Occasion capsule) also make for great two-piece alternatives. Timelessly romantic yet unfussy, the mood strikes the perfect balance for the modern bride.
Opalite dress, £1,598, shopdoen.com
Reformation
We all know and love Reformation as a go-to for wedding guest dressing, but it also releases a limited number of bridal dresses every year. Slinky silk gowns, lace-trimmed midi dresses, chic separates: all the silhouettes that make Reformation so often imitated (but never duplicated), with cream, ivory, white and champagne-hued differences. A word to the wise — these sell out extremely quickly, so join the waitlists early and keep a close eye on your emails.
Dorinda dress, £398, thereformation.com
Taller Marmo
For beautifully bold bridal-wear, look no further than Taller Marmo, the cult eveningwear brand known for Seventies silhouettes, vibrant hues and plenty of fabulous feather trim. The label’s latest ‘White Capsule’ adds a touch of old Hollywood glamour and exuberance to proceedings, which is perfect for brides who want to make a serious entrance (see the deep V-neck feather-trimmed gown with train for a stylish case in point).
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Sunset Boulevard dress, £2,175, tallermarmo.com
Rixo
Rixo is another brand known for its wedding guest dresses that also delivers great bridal options each year. There’s a fairly extensive selection of options, many of which riff on Rixo’s vintage-inspired aesthetic and playful silhouettes. The very best way to get a feel for them is to book into a bridal appointment at Rixo’s lovely King’s Road or Marylebone stores, which have dedicated suites that are as chic as the dresses within them.
Azzura satin dress, £625, rixolondon.com
Rebecca Vallance
Australian fashion designer Rebecca Vallance is an expert in structured tailoring and glamorous gowns, so wedding collections are a very natural extension. Her latest offering includes a gorgeous drop-waist lace gown that’s belted at the waist for definition — just the kind of flattering touch brides-to-be are on the lookout for. Another winner is her very cute ivory Winslet mini, which is ideal if you’re looking for something to dance in, or want to go short all the way.
Winslet mini dress, £735, rebeccavallance.com
L’Agence
Blending Southern Californian ease with a Parisian sensibility, L’Agence, which was founded in 2008, was originally known for its high-quality denim. But recently, its silky slip dresses have stolen some of the limelight. They’re a minimalist’s dream and flatteringly cut, with tones of off-white and champagne as well as classic white (plus plenty of blues and teals — paging bridesmaids).
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Silk dress, £700, lagence.com
Self-Portrait
Since Han Chong founded his London-based brand in 2013, it’s been synonymous with glam yet contemporary occasionwear favoured by everyone from Lily Allen to the Princess of Wales. Self-Portrait’s first bridal collection launched three years later, taking 1960s and 70s fashion icons as its inspiration. The latest bridal collection runs the gamut from voluminous taffeta creations to delicate naked-style floral lace slip styles.
Peplum dress, £332 from £460, mytheresa.com
If Only If
It may have almost singlehandedly made nightwear as daywear a thing with chic nighties, but If Only If has also made a foray into bridalwear. Its debut bridal collection launched recently, with five new styles created with the entire bridal party in mind, from a slip and robe for the bride to pretty soft blue and pink iterations that would be lovely on bridesmaids.
Nina silk-satin dress, £175, ifonlyif.co.uk
