WED: Stripping Tradition From Bridal Wear.
Music by: Die Arkitekt – Overture. Image credit: WED Studio, Marlen Keller.
It’s CULTED with your 60-second FASHION BLAST.
Wedding wear is a $65Bn industry, but in a field that’s so popular, bridal wear seems wrapped in the past with its rigid tradition and sustainability issues.
But that’s where WED comes into play.
Created by Amy Trinh and Evan Phillips, WED offers ready-to-wear surrealist bridal wear that can be worn more than once.
After getting engaged in 2018, Amy realised that more often than not dresses are restrictive leading her to question why women should feel uncomfortable on what’s regarded as the best day of their lives.
This led to the creation of WED.
Amy told CULTED that through their designs they “want a woman to feel free, with no physical restrictions whilst still feeling flattering.” She explained that “the WED style is the antithesis of traditional bridal wear, and it’s giving untraditional women an option that was not available to them.”
Sustainability is another huge issue when it comes to bridal wear so the brand offers an upcycling service where brides can make use of their mothers’ or grandmothers’ old wedding dresses by bringing them in for a custom service to be transformed into a new design.
They also harness deadstock material to help tackle waste issues.
So guys what do you think of the brand transforming bridal wear as we know it?
Let us know below.
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