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The stuff you don't really want to read, but really really should. Or, why boutique designers deserve your attention now more than ever, and how the some of the minimalism trend is actually just sneaky big corp stuff.

Photo by Elke van den Ende


Just like other industries, the wedding industry is dominated by corporate giants who make clever use of the romantic mystery of bridal shopping to reel you in. With their omnipresence online and offline, streamlined business models, and reach far and wide, it's easy to overlook the small businesses, designers, and their significance.

The impact of your choice extends way beyond the racks of dresses. By choosing a gown from a small boutique or independent designer, you're actively challenging the status quo of exploitative labour practices and environmental harm rampant in the fashion industry. Your decision is a powerful statement—a vote for transparency, fairness, and sustainability, uniqueness, art and personality.

In the world of bridal fashion, the influence of capitalism is large. It shapes our choices and presents us with the illusion of abundance and choice. Did minimalism become trendy because it was a natural byproduct of the ebb and flow of fashion? Or was the minimalistic look presented to you in the shape of a new, rebellious style of bridal attire, covering up what it really is; big fashion industry prioritizing ease and profit over authenticity and craftmanship? The rise of minimalism in wedding attire isn't really just a stylistic statement: it's a reflection of the industry's inclination towards mass production and cost effeciency.

This started happening in the late 1980's, when much of the artisans and couturiers sold their brands off to big corporate groups. Pattern making, testing, researching, choosing fabrics are all time consuming steps needed to create a unique, well fitting, handmade garnment, imbued with genuine passion, personality and artistry. By simplifying the patterns and using standard fabrics and material for your clothing, fast fashion streamlined the manufacturing process and reduced production costs. Hello 1990's minimalism, bye bye (a lot of) uniqueness and personality. It's not a deliberate choice of aesthetic. The choice is often already made for you.

Same for fast fashion clothing brands suddenly starting a bridal wear section in their offering. They branch out, with the goal of emptying your pockets twice: when shopping for daily outfits, but also for your special day.

It's a conscious decision to move beyond the veneer of convenience and prioritize the value of individuality and human connection in every aspect of your wedding journey. It's you that can break the chain.


Your wedding dress is more than just some (luxury) fabric: it's a symbol of your values, your integrity, and your commitment to making a difference. Your independent voice and choice will cause a ripple effect and inspire other to follow suit.

Your choice to purchase your wedding dress from a small boutique or independent designer is not just a transaction; it's an investment in your community's artisans and entrepreneurs who are upholding transparency. You hold the power to send out a message about the kind of world you want to live in.

Your support and commitment directly contributes to the sustainability of the craft, nurturing creativity, and fueling the growth of local economy and real people with names and faces.

It's a beautiful synergy of commerce and community, celebrating the talent and dedication of those who pour their hearts into creating bridal wear.

As a small boutique supporting and representing independent designers, our promise to you is to...

  1. Be clear, informative and transparent about styles, bespoke options, and their cost.

  2. Uplift you, and defend your wishes, make you feel understood.

  3. Play around until we create unique looks that feel like you.

  4. Never make you feel pressured to buy.

  5. Help you wherever we can! As a small boutique owner with plenty of experience in the bridal world, my secrets are ready to be reveiled to the September brides.

While the convenience of big bridal chains may seem appealing, there's immense value in seeking out a wedding dress from a small boutique and independent designer. Not only will you find a dress that speaks to your heart and soul, but you'll also be contributing to a more ethical, sustainable, and compassionate landscape for you, for all.

Want to continue the good conversation? Book your fitting appointment here.


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