Planning a Wedding? Rip Up the Rulebook and Do It Your Way
Planning a wedding? Then prepare to plan your way with no rules in sight. Rip up the rulebook and forget everything you’ve ever been told about what you should do on your big day. This is your moment, and it’s all about what you love especially when it comes to what you wear.
The bridal fashion industry is changing fast. While traditional boutiques still offer the experience of trying on gowns in person, brides today have more choices than ever before, not just in styles, but in how they find the one. One of the biggest shifts? Mid-range designer labels entering the bridal space, offering more affordable, accessible and contemporary options for those who want to skip the classic wedding gown altogether.
There’s no “right” way to celebrate your big day. Whether you go all-out with a grand traditional event or opt for something small and intimate, we have a bridal outfit for you. Not sure where to start? We’ve curated a selection of incredible bridal pieces from luxury designers and high-street heroes alike. And yes, you can absolutely look unforgettable on a budget.
From short and sweet mini dresses to bold, floor-sweeping feathered gowns, here’s our 2025 Online Bridal Edit featuring our favourite brands and department stores that are redefining the modern bridal wardrobe. The hardest part? Choosing a favourite.
Reformation
It’s not a wedding without Reformation! More sustainable wedding dresses & jumpsuits for more sustainable marriages. Reformation began by selling vintage clothing out of a small Los Angeles storefront in 2009. They quickly expanded into making their own stuff, with a focus on sustainability. Today, they make effortless silhouettes that celebrate the feminine figure and pioneer sustainable practices, focusing on people and progress each step of the way. With easy fast shipping to the UK, Reformation is becoming a brand modern brides are loving.
Harrods
Harrods have an amazing bridal boutique on their website, plus their own personal styling service which you can find out more about here. Harrods’ online wedding boutique is a treasure trove for the chic, modern bride, featuring luxury gowns and statement pieces from top-tier designers like Monique Lhuillier, Self‑Portrait, Zuhair Murad, and Givenchy, ranging from sleek minis to intricate, floor-length stunners.
Harvey Nichols
For the not-so traditional brides, the Harvey Nichols wedding edit is filled with beautiful staples from the likes of 16Arlington’s playful feather-trimmed creations to the alluringly modern silhouettes of Galvan. Say ‘I do’ to the outfit of your dreams with their dedicated Wedding Shop. If you’re the bride, our Wedding Shop also encompasses styles from the classic to the alternative, featuring everything from traditional white gowns to unique dresses you can re-wear after the big day is over. Grooms can also enjoy exemplary suiting from iconic labels such as Burberry, Givenchy and Balmain.
Selfridges
Selfridges have plenty of wedding dresses and outfits to offer. From alluring lace gowns from House Of CB, to classic New York favourite Jenny Yoo, you’ll love searching through the large selection of pieces they have for you to order online. If you’re drawn to sustainability, affordability, or that special vintage touch, don’t miss their pre‑loved section: a curated collection of gently used and sample wedding dresses available at reduced prices, hand‑picked from iconic London events and still radiant with charm. Whether you dream of a timeless couture gown or an eco‑conscious ensemble.
Farfetch
Farfetch UK offer a stunning selection of bridal designers ranging from Jenny Packham to Rebecca Vallance. Discover hundreds of bridal dresses and outfits here.
Farfetch’s bridal edit is the ultimate destination for modern brides seeking designer wedding looks without the boutique fuss. From sleek silk gowns to embellished minis, feather-trimmed jumpsuits and ethereal tulle creations, their curated selection features standout pieces. Whether you’re planning an intimate ceremony or a show-stopping celebration, Farfetch offers a global mix of contemporary and couture bridal wear to suit every style. Looking for something more conscious? Their pre-owned section includes stunning secondhand and sample pieces, perfect for brides who want to make a stylish statement and shop sustainably. With seamless worldwide delivery, you can find ‘the one’ without ever stepping into a store.
Curate your dream wedding wardrobe with N&T’s ready to wear bridal options. From romantic gowns that are ceremony-ready, to sequin mini dresses perfect for the reception, they’ve got your special day covered.
A treasure chest of whimsical dresses for modern brides. Sitting between classic and daring, the bridal gowns are crafted with sequins, embroidery, tulle and recycled materials. The result? An unforgettable gown of fairytale proportions.
Monsoon
For the one in white. Say yes to the dress with Monsoon’s beautiful bridal collection. Designed exclusively in London, with no eye-watering bills or long lead times. Just beautiful wedding dresses, shoes and accessories, designed to make you look and feel amazing.
Phase Eight
Your wedding dress is the most special style you’ll ever wear. It’s your moment to shine. Exclusively designed in our London studio, Phase Eight’s wedding collection is made with every bride in mind. Whether your taste is a romantic, traditional lace bridal dress or a more contemporary, minimal silhouette, or timeless with a twist, Phase Eight have styles that will speak to you.
Coast
Whether this be your first wedding attendance or you’re a well-versed wedding attendee, the Coast wedding edit has something for you. Nearly upstage the bride with form-flattering jumpsuits for weddings or keep it classic with one of our stunning dresses. If it’s a winter wedding, invest in winter wedding coats, or if it’s a hotter month, truly glow with a stunning wedding skirt. Whatever you’re after, our hand-selected collection of ladies wedding outfits is sure to have something for everyone.
Whistles
Underscored by a refined and classic mood, Whistles Wedding returns this season, curating a selection of ageless styles reimagined with the contemporary bride in mind.
A quiet confidence remains untouched in Whistles Wedding. For 2025, a selection of modern dresses and perennially chic tailoring have been thoughtfully designed with couture-inspired details. Whilst there is a sense of familiarity by way of premium silks and delicate trims, this is a collection that offers a sense of freedom and energy that speaks to the brides of today. Preconceived ideas of the classic wedding gown are rendered with a contemporary Whistles spin, making them feel just as unique as those who choose to say ‘I do’ in them.
Nobody’s Child
Getting married? This Nobody’s Child ivory satin style wants to hang out with you and your bridesmaids. These midaxi dress made from a responsible viscose blend and are perfect for the modenr bride and her bridesmaids. These dresses you’ll wear again and again, from the bridal brunch to the wedding ceremony and the day-after lunch.
Reiss
Discover sophisticated gowns and sharp tuxedos designed to stand the test of time at Reiss. Weddings are the ultimate celebration of love: occasions that mark our lives and remind us of the importance of rituals in our journeys.
As in any ritual, looking the part and honouring the occasion is paramount – whether it’s your wedding day or that of someone you love. Whatever the theme or style of the celebration, a flawless wedding look should be timeless, flattering and reflect your personality.
Reiss applied its design philosophy to create a unique wedding edit: gowns and tuxedos of timeless elegance designed to honour special occasions and transcend trends.
Sau Lee
Say “I do” in style with SAU LEE Bridal, the Australian-based brand redefining modern bridal fashion. The SAU LEE Bridal Department offers a complete bridal wardrobe, featuring everything from elegant gowns and playful bridal minis to beautifully crafted cheongsam-inspired designs that celebrate tradition with a contemporary twist. Whether you’re planning a grand ceremony or an intimate celebration, SAU LEE blends timeless romance with modern sophistication to ensure every bride feels uniquely radiant on her special day.
Your Day, Your Dress, Your Rules
The bottom line? There’s no right or wrong way to be a bride. Whether you’re walking down the aisle in a statement mini dress, a feathered gown, or something totally unexpected, the only rule is that you feel amazing.
So go ahead! Ditch the rulebook, trust your style, and wear what you love. This is your day, your way.
The most important thing to remember? You don’t have to visit store boutiques with an audience if that’s not for you. Today’s bridal shopping experience is whatever you want it to be. Whether that’s trying on designer gowns in your living room, ordering sustainable or second hand options online, or discovering a one-of-a-kind outfit you can wear again and again.
This is your wedding. Choose what makes you feel incredible, empowered and totally yourself. Rip up the rulebook, trust your instincts, and wear what you love! There’s no dress code for confidence.
