Molly Goddard’s demi-couture bridal line has delighted fashion fans looking to say “I do” in something a little more rebellious than traditional white wedding wear. But the last couple of years got Molly thinking. “With all the restrictions, it felt important to open up bridalwear to a wider audience,” shares the London designer. Her solution? “Off-the-peg” – except there’s nothing off-the-peg about Goddard’s original wedding dresses, save for the fact you’ll be able to click to buy them on her website. No waiting lists. No bespoke tailoring times. Just killer big day-worthy looks.
The 11-piece edit is full of Molly’s greatest hits, from her signature smocks to the tumbling tulle dresses which, she promises, have not been condensed volume-wise for ready-to-wear. The really, really short one destined for brave brides who don’t mind peekaboo hemlines is a team favorite but, says Goddard, the entire energizing process has been a delight to work on. Each effervescent look is emblematic of a creative whose work is lighthearted and romantic.
Shot in the brand’s studio, in order to give a glimpse of what goes on behind the scenes, the photographs show the love that is poured into each Molly Goddard dress. “Everything we do is made in such a physical and tangible way, we don’t do anything digitally,” says the CSM graduate, who made multiple toiles and fitted the dresses on a handful of people in order to perfect the fit for the size UK 6 to 20 collection. The most elaborately frilled confection has to be laid across three tables with six studio staffers providing the manpower to maneuver it.
A word or two on the accessories. Colored veils make for an electrifying final flourish to the delectable ivory dresses, while metallic flats facilitate dancing and the taffeta scrunchie and crochet beribboned bags can be worn long after walking down the aisle.
“I hate the thought of anyone not feeling comfy,” says Molly of her bridalwear USP. Hers are wedding looks in which to feel confident: “something blue”-lined dresses with trailing silk ribbons to party all night in and whimsical white looks with shocking red veils to turn heads while exiting registry offices. “It’s so exciting to meet different brides,” says the woman keeping half the Vogue office in chic shirring. The ties that bind them? “They’re not afraid and they are interested in color.” Join the Molly Goddard bridal gang now.