Fashion and technology have often made reluctant bedfellows. But following the success of networking events like Decoded Fashion, we now have a collection of stylish new startups leading the way, with digital experiences as creative as the outfits they’re selling.
Here are five to keep an eye on.
As anyone who has ever been a) a bride or b) bride-adjacent will know, finding outfits for the wedding party isn’t always the calm, fuss-free process you might have dreamed of. Different locations, different body types and specific colour palettes can all make things hellish on the high street, while even specialist online outfitters often fall short.
But thankfully, new retailers are wising up to the problems of wedmin (sorry). The hugely popular bridesmaid dress marketplace Weddington Way sold 25,000 frocks last year, and is being welcomed as a breath of fresh air through one of fashion’s stuffiest industries.
Focusing on the collaborative aspect of wedding planning, the site’s USP is social ‘showroom space’ where the bridal party can swap ideas and co-ordinate their outfits, as well as a colour option that allows you to browse the whole site within your chosen palette, customers’ real-life wedding photos and personal stylists on hand to help. You can even buy matching ties and cravats for the groomsmen, so nobody has to be left out of the fun (yes, fun).
The downside: again, it’s a US site – but they will ship worldwide.
Check out Weddington Way.