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Shoes, jewellery and lingerie are also available, and everything is delivered gift-wrapped in sleek white boxes.
The luxury e-tailer has already dipped its toe into the market with a small boutique that sits within the main site. “We had an amazing reaction when we first started to sell a few pieces, so it felt like the perfect thing to start doing in a big way,” says buying director Holli Rogers. “There’s a bride out there who doesn’t want fuss. Maybe she’s too busy, or decides to get married on a whim, or it’s her second wedding and she doesn’t want to go through five fittings again.”
For women used to shopping online, the idea of buying a wedding outfit can be no different from any other purchase. “I would have had no qualms about buying my dress online, if the boutique had existed when I was getting married,” says Jessica Bates, who got married wearing a Moschino oyster chiffon column dress in Chelsea last summer. “I shop online for clothes regularly, so I feel really comfortable with the way it works – trying on my dress at home would have been amazing.”
Convenience aside, for many modern brides, the idea of dressing up in a big gown that bears no relation to how they look on any other day of their life is off-putting. As designer Erdem Moralioglu, who has recently been commissioned to create a short silk dress for one magazine editor, puts it: “On your wedding day you want to look like the very best version of you – not feel that you are 'dressed up’ as a bride.”
Arabella Cooper, who got married in a cream sheath dress by Dolce & Gabbana at her small wedding last autumn, agrees. “It wasn’t that I didn’t want to look devastating on the day, or that I didn’t want to floor my husband when I walked into the chapel. I wanted to look like myself, not what the wedding industry says I should look like.” She’s typical of many women in their twenties, thirties and beyond who refuse to buy into the “princess for a day” image that the bridal industry peddles.
Although cost was not a factor for Cooper, being able to wear the dress again definitely was. “What a waste to have something divine in your closet that you can’t ever find an occasion for again. That, to me, is a fashion faux pas.”
The current trend for all-white ensembles means there is plenty of choice for brides-to-be this spring. Bottega Veneta’s crisp, draped wedding dresses and Erdem’s neat long-sleeved lace frocks would be perfect for a chic city wedding, topped with stunning vintage jewellery. Chloé’s fluid, off-white sleeveless silk gown with pleated chiffon train, or Rochas’s floaty silk dress with full skirt, would be cool enough for a wedding abroad.
And unlike traditional wedding dresses, looks from ready-to-wear collections work on older brides. Jil Sander’s exquisite ruffle-front shift, for example, would look elegant on a bride of any age – and you could wear it for years after the big day, too.
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