If you’ve seen a chic fashion bride on Instagram (or, indeed, on Vogue) recently, the chances are that their dress was made by Wed. From creative director Nellie Eden’s Audrey Hepburn-inspired gown to Drest fashion editor Olivia Buxton Smith’s three-part bridal look, the London-based brand has been knocking it out of the park lately.
“I think people are drawn to [Wed] because the traditional bridal aesthetic doesn’t make sense to them; in their every day life they are not that princess girl,” co-founder and creative director Amy Trinh tells Vogue of the brand’s incredible success. “There’s a bit of a rebellious nature [to our designs] – we’re like, ‘This isn’t bridal [as you know it], but it is’.”
Wed has been pushing the boundaries of bridalwear ever since Trinh, together with her former Central Saint Martins classmate Evan Phillips, launched the brand in 2019. The idea came about after Trinh couldn’t find a dress that she wanted to wear for her own wedding. “[Your wedding dress] should be an extension of yourself,” the designer explains.
Read more on British Vogue by Emily Chan HERE