Courtesy Christopher Kane

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Molly Goddard

SHOP MOLLY GODDARD BRIDAL

Molly Goddard, one of the most popular designers of London Fashion Week, is known for her signature tulle smocks and her funny, ladylike clothes. Last year Goddard launched her first line of wedding dresses designed to “celebrate the joy of fashion,” she told us. You will find enormous foamy dresses as well as toned-down styles, but each dress is certainly something unique and a departure from tradition.

Your own studio

SHOP YOUR OWN STUDIO

Own Studio was started by two friends who were struggling with the wedding dress shopping experience themselves and wanted to offer a more modern option for brides. All of the dresses handcrafted in the brand’s East London Atelier feature a contemporary, minimalist aesthetic that is perfect for those looking for a modern feel with sustainable references.

Virtue

SHOP EARTH BRIDAL

Another London Fashion Week designer who saw customers looking for more bridal options was Erdem Moralioglu, who recently launched his label’s White Collection, which features beautiful wedding dresses and accessories that all reflect the ladylike romance of his work.

Lola Varma bride

SHOP LOLA VARMA BRIDAL

Not every bride wants to look like a princess – and the Australian label Lola Varma Bridal is aimed at women who prefer a toned-down and relaxed aesthetic. Founder Courtney Illfield says it’s about women embracing each other and improving who they really are. The collection includes beautiful white, minimalist dresses and unique pieces as well as bridal accessories.

Sadness

SHOP HARMER

Famous for its backless silk tops and dresses, contemporary label Harmur recently entered the bridal market with its first collection of wedding dresses. The London label is an excellent choice for the modern bride who might be looking for a chic, silky dress or jumpsuit.

Christopher Kane

SHOP CHRISTOPHER KANE BRIDAL

If you are a bride looking for a fashionable outfit to wear on your wedding day, you should definitely consider Christopher Kane, who launched his first bridal collection last year aimed at those who avoid the traditional. Lace, embellishment, and sequins are found in unexpected ways in the collection of dresses, mini-dresses, jackets, pants, accessories, and even T-shirts.

Danielle Frankel

Although Danielle Frankel is a traditional wedding dress designer, her designs are far from traditional. The New York-based brand Zoƫ Kravitz wore to her rehearsal dinner has a unique take on the bride that is perfect for the fashion-conscious woman.

Clover London

SHOP CLOVER LONDON

Clover London was founded by Ally Voss, another woman who really struggled with the experience of buying her own wedding dress, which she found the process to be old-fashioned and the dresses to be overpriced. Your brand only sells 10 models, all of which are low-key, elegant, and made to order, but at a very reasonable price.

Rixo

SHOP RIXO BRIDAL

Another popular London label that recently turned to weddings is Rixo, who launched their first collection of bridal wear earlier this year. Just like the mainline, the pieces are all vintage-inspired but with a modern feel and can be bought off the shelf, which makes them much more affordable than traditional wedding attire.

Before by Sarah Seven

SHOP IN FRONT OF SHAH SEVEN

You may have heard of Sarah Seven or seen the US label in bridal boutiques, but you may not know that the brand also has a second line that focuses on toned-down designs originally developed for civil ceremonies, but which would be too perfect for a more reserved bridal look.

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