The line is centered around timeless satin pieces – including separates, jumpsuits and dresses – each one designed with wearability in mind. The brand clearly recognises that many modern brides want to wear multiple looks across their celebrations, from the hen do to wedding breakfast, the rehearsal dinner and on to the after party.
"Brides are looking for less formal and more relaxed dresses, where they can express their style and feel like themselves," Ghost's creative director Sameera Azeem tells Bazaar. "It's now less about the dress and more about the statement of her style shining through."
With this in mind, Ghost's collection focuses on "timeless, versatile styles that can be worn again, with the emphasis on longevity." The result? A simple Nineties-style aesthetic that's perfect for understated weddings, with many of the pieces being so wearable they can be styled throughout the year, long after the big day. "Every piece in the collection is a wardrobe staple that can complement your existing wardrobe," says Azeem. "For example, layering the dresses with knitwear and oversized blazers will instantly give you a casual everyday look."
Many brides also turn to the label for their bridal party, thanks to Ghost's inclusive sizing and different silhouettes ideal for various body shapes. When tying the knot in 2022, George Driver knew the label would be the perfect fit. "When it came to bridesmaid dresses, I wasn’t into the matching dress thing," she told Bazaar. "All three of my favourite women are totally different shapes and sizes and all equally lovely and I didn’t want to do them a disservice by making them wear a dress that really only suited one of them."
"For me, Ghost did the perfect easy breezy nod to the Nineties satin summer dresses in a range of styles, but with a print that ran across all of them to tie it all together," she adds. "I wanted my bridesmaids to feel comfortable and fashionable and themselves and hopefully have a dress they could wear again."
The brand has now grown from being the go-to for bridesmaids to a destination for minimalist brides themselves. As many women are favouring simpler silhouettes over voluminous, more traditional 'princess' gowns, labels such as Ghost, that stay true to simple silhouettes and high-quality silks, are becoming a port of call. "The Nineties bridal trend is still going strong," agrees Azeem. "With less formal weddings becoming more popular, brides want something understated and elegant."
She continues: "Ghost's most iconic looks from the Nineties, like the minimalist satin slip dress, have never left the collection and as a result have become increasingly popular with brides who want a pared-back look for their wedding." The beauty of Ghost's simplistic designs is they can be completely transformed with the power of accessories and jewellery, to elevate the look for each event and adhere to different bride's aesthetics.
Ghost's 'The Modern Bride' capsule collection ranges from £59 to £95 for separates and £129 to £195 for dresses, with pieces available to buy now online and new items released in drops throughout the month.
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