Two weeks ago, I was invited to speak on the consumer affairs programme ‘You & Yours’ on BBC Radio 4.
I’m presuming you missed it, so I’m going to discuss the topic here, because I think it’s important and relevant for the modern bride.
The programme wanted my thoughts on ASOS announcing it was launching a bridal collection. This was the first I had heard of it. I raised my eyebrow when they told me, and I felt as if I’d prematurely slipped into the older generation bracket when I muttered to myself ‘what is this world coming to?’
My knowledge of ASOS is cheap.fast.fashion. Not exactly the words I associate with a wedding dress. To me, they look exactly that, and scream fad trend. Now, I’m no Mystic Meg, but I do have visions of brides looking back on their wedding photos and cringing. A crop top, seriously?
GETTING THE RIGHT SHAPE: going to a bridal shop allows you to try on shapes you wouldn’t have even considered. Many brides end up wearing a gown that looks nothing like what they originally thought they wanted.
SETTING THE SCENE: lots of lighting, big full length mirrors and space to practice walking, boutiques are equipped to help a bride see herself fully. Unless you’re rich and have a big house, getting your dress through the post and trying it in your bedroom won’t give you an honest reflection of how you will look and move on the day.
THE EXPERTISE: for any big first time purchase, expert guidance is definitely required to get the best product of you. I brought my first proper kitchen a couple of years ago, and it was only because of the adive from the consultant that we ended up with the perfectly designed and fucntioning ‘triangle’ for us. (Kitchen lingo I didnt know before, highlighting my case and point!) Bridal stylists have the expertise to guide you to the perfect dress that is right for YOU.
ADAPTING AND ALTERING A DRESS. A few points for this that only a boutique can offer:
1. Expert pinning; showing how a dress can be contoured to your body, and what a big difference altering it will make.
2. Design changes; because your dress is made to order, the consultant can advise you what can be done to the dress to make it even more special for you.
3. Alterations from a seamstress familiar with the dresses make all the difference to the final look.
ACCESSORISING: trying on veils, jewellery, headpieces, gloves, boleros, wraps ect can really transform the mood of a gown, help you realise its potential, and how a gown can work for you. Look at my gown Neptune, completely different looks with accessories!
This launch is big news in the bridal industry, as it could be potentially very damaging to us all. I couldn’t help but have a gossip with some of our boutiques, and get their thoughts on it…
“A bridal gown is likely to be the most important dress a woman will own nd choosing the perfect one is a unique and special experience. We love sharing the ‘it’s my dress’ moment with our brides and celebrating with a glass of fizz and lots of excitement and talk about their big day. Buying from a boutique is much more than a purchase, it’s a service and an experience that brides won’t forget. Bridal stylists are trained to offer you advice on the best shapes for your body, the best fabrics for the look you want to achieve and the perfect complimenting accessories. Buying online you simply don’t get the special one to one advice you can expect from an experienced boutique. ” The Bridal Collection, Harrogate.
“This type of experience, knowledge and care simply does not exist when buying on-line and is not the type of journey one dreams about as a little girl becoming a bride! The experience of choosing your gown is about so much more than buying a dress and is something that should be treasured and remembered fondly long after the wedding has taken place.” Anne Prisilla, Glasgow
“Why would anyone risk buying the most important dress they will ever wear from complete strangers over the internet, knowing they could end up with a fake and no chance of getting their money back, when they can buy from specialist stockists approved by the designer himself?” Limelight occasions, Huddersfield
“I think buying from a boutique gives the bride the real experience of being treated as special and making the whole experience a memorable and amazing time. You cannot buy that online !!” Truly Madly Deeply, Surrey
QUOTE ME: And if the day comes when you can pick up a wedding dress in Primark… I’ll have to leave the country, I don’t think I could see the wedding dress bastardised in such a way.