It’s no surprise that Molly Goddard, London’s queen of tulle, has had a move toward bridal fashion in mind for some time now. At Goddard’s reduced but extremely happy spring show 2021, the designer told British Vogue that wedding dresses were “no problem” for the brand. Lots of her girlfriends walked down the aisle in a customized Molly Goddard Spring 2018 style with a smocked waist and a simple angular neckline. A stream of customers finding their way around a pandemic wedding have also looked for amazing off the shelf pieces on the label to say I do. Now one of the UK’s brightest fashion stars is unveiling 12 exquisite pieces in ivory, cream and white for the modern brides looking for dramatic, homemade designs over traditional Frou Frou.
“Getting someone into a wedding dress is a big undertaking,” says Goddard on the phone from her studio in East London, an old umbrella factory that was once Wolfgang Tillmans’ UK base. “By creating 12 designs with little room for adjustment, this is an uncomplicated way of creating bridal wear that is more practical for us and our customers.” Each of the creations – from the foamy Simona dress for dancing on the dance floor to the Aidah shirt dress with wild ruffles down in the shop – can be tweaked in fit, color and material with delicious ribbons – trims also offer a bespoke feel. The price range – from £ 1,800 for simpler styles to £ 10,000 for ornate pieces that take a week to make – also makes Molly Goddard Bridal accessible to a wider audience than most traditional wedding designers.
The heart of the romantic collection is a feeling of lightheartedness. “I’m not belittling the marriage, but it has to have an energy that is neither strict nor serious,” says Goddard, who is herself engaged. “You can dance and move in all clothes.” Metallic blue strappy shoes and veils that can be dyed in myriad Molly Goddard colors also add joy and originality to the line-up that will appeal to brides who, like the designer herself, are careful to avoid a cookie cutter look.
Goddard, who weighs whether to design a simple wedding dress for herself or create the largest tulle dress in the world, says the bridal wear work was “a lovely way to see all the options” for her own big day. For Molly Goddard fans who cannot decide between their new designs, she refers to the models Aubrey and Violet, which are “comfortable and light, but still feel special and can be hemmed again and again”.
“It was interesting to put together a smaller collection and think about what different people wanted instead of one topic,” says Goddard, reflecting on the experience of communicating more with her customers throughout the process. Her best-known wedding dress assignment so far was for Agyness Deyn, an experience she describes as “relaxed and beautiful” with just one stress-free try-on. If Goddard can give all brides the same sense of calm while wrapping them in the most beautiful fabrics, customers will be lining up around the block. Think of her as the anti-bridezilla option for cool girls who would rather marry in wild ruffles than traditional lace.
Check out the 12 Molly Goddard bridal designs below, styled by Alice Goddard and photographed by Benedict Brink.
This article originally appeared in UK Vogue.