July 31, 2026

The Guardian: "Here comes the alt-bride: wedding gowns enter a more experimental era"

Wed, meanwhile, began because Trinh was getting married and could not find anything she wanted to wear. Seven years later, the brand has proved there is a gap in the market. “It’s not always the creative types,” says Trinh. “We have people who work in tech, who are lawyers, who work in finance … They know what they like, and they’re quite sure of themselves.”

Trinh and Phillips are wary of any celebrity becoming a blueprint for a woman’s big day. “There’s something in culture that tells you if you’re not wearing that style, then your wedding’s not going to be cool,” says Phillips. “Whereas actually the coolest thing is when a bride puts a dress on, any dress, and they’re like ‘this is me’.”

Read more by Lauren Cochrane at the Guardian HERE