It’s no surprise that Molly Goddard, London’s tulle queen, has had a move toward bridal fashion in mind for some time now. At Goddard’s low-key but extremely joyful spring show in 2021, the designer told British Vogue that wedding dresses were child’s play for the brand. Lots of her friends have walked down the aisle in a customized Spring 2018 Molly Goddard style with a tuxedo at the waist and a simple square neckline. A stream of customers attending a pandemic wedding have also checked the label for amazing off the shelf pieces that I can tell I do. Now one of Britain’s brightest fashion stars is unveiling 12 exquisite pieces in ivory, cream and white for the modern brides looking for dramatic, homemade designs over traditional frou frou.
“Making someone’s wedding dress is a big undertaking,” says Goddard on the phone from her East London studio, an old umbrella factory that was once Wolfgang Tillmans’ UK base. “By creating 12 designs with little room for customization, it’s an easy way to make bridal wear that is more practical for us and our customers.” Any of the creations – from the foamy Simona dress made for spinning on the dance floor to to the Aidah shirt dress, which is located under the Aidah shirt – can be tweaked with a delicious ribbon in fit, color and material trim also offers a tailored feel. The price range – from £ 1,800 for simpler styles to £ 10,000 for ornate pieces that take a week to make – also opens Molly Goddard Bridal to a wider audience than most traditional wedding designers.
At the center of the romantic collection is a feeling of lightheartedness. “I’m not downgrading the marriage, but there has to be an energy that isn’t strict or serious,” says Goddard, who is herself engaged. “You can dance and move in all clothes.” Metallic blue strappy shoes and veils that can be dyed in countless Molly Goddard colors add joy and originality to the line-up, which appeals to brides who, like the designer herself, want to avoid a cookie cutter look.
Considering whether to design a simple wedding dress for herself or create the greatest tulle dress the world has ever seen, Goddard says finishing the bride is “a lovely way to see all the options” for her own big day. For Molly Goddard fans who will find it impossible to choose between her new confectionery, she points to the Aubrey and Violet models, which are “comfortable and simple, but really feel special and can be hemmed again and again”.
“It was interesting to put together a smaller collection and think about what different people wanted, as opposed to one topic,” says Goddard, reflecting on the experience of communicating more with her customers throughout the process. Her best-known commission on wedding gowns to date has been for Agyness Deyn, an experience she describes as “relaxed and adorable” with just one hassle-free fit. If Goddard can fill all brides with the same sense of calm while wrapping them in the most beautiful of fabrics, customers will be lining up around the block. Think of her as the anti-bridezilla option for cool girls who would rather get married in riotous frills than traditional lace.
Below you can see the 12 bridal motifs by Molly Goddard, designed by Alice Goddard and photographed by Benedict Brink.
This article originally appeared in UK Vogue.