10 Online Bridal Brands Blazing A Trail With Their Effortlessly Cool, Modern Designs

Gone are the days when buying a wedding dress online conjures up those (hilarious) images of cheap knock-offs that look nothing like the pictures.

Nope – now there are heaps of unreal online bridal designers way ahead of the game in terms of cool, modern styling.

Sure, many people might shy away from the idea of buying a dress online because they won’t know what the fit is like, but don’t rule it out – if you buy online from within the EU, you have 14 days to return your item for a full refund (by law), and if you buy from outside the EU and it doesn't suit, a good dressmaker will ensure it fits you perfectly. 

And as a bonus, they’re generally much more affordable than dresses from a traditional bridal shop, so you can splash out on some really swanky shoes!

1. Free People

Cut-work cotton, lace and embroidery are the mainstays of Free People’s incredible range of boho-hippy wedding dresses. The antithesis to the big, traditional white dress, these are for the brave bride who wants to stick two fingers up to convention – and look like a total ride while doing it.

2. J Crew

As expected, J Crew’s bridal range embodies the popular American clothing brand’s signature style – simple, timeless and in quality fabrics. We reckon these lush gowns, jumpsuits and separates are just the job for a cool city wedding.

3. Stone Fox Bride

Unsurprisingly, the label-with-attitude's bridal range is dripping with rock n' roll style. The NY brand's dresses are perfect for the brave new bride tribe who want a totally unique, non-traditional look. 

4. Reformation

The LA clothing brand has been the cool girls’ go-to for bridesmaid gear for the past few years, but it’s the more recent bridal collection that’s got us really excited. Sexy, modern-with-a-nod-to-hippy and eco-friendly, these dresses are a winner for relaxed summer brides who are averse to anything too fussy.  

5. Ghost London

If you’re a vintage bride who wants a nod to the glam 20s, 30s and 40s, Ghost London should be your first port of call. We’re talking beautifully fluid silky silhouettes detailed with covered buttons and delicate trains, perfect for a fabulous winter wedding. There are sales all year round too, so there’s a great opportunity to nab yourself a real bargain.

6. Grace Loves Lace

The Aussie label’s “Hollie” dress is the most pinned wedding dress ever – and considering Pinterest is the bride’s bible, this is quite the achievement! Like the name suggests, many of the dresses are made with a gorgeous French lace, but it’s the free-spirited, boho magic they create with it that has us a-drooling. 

7. Minna

London-based Finnish bridal designer Minna Hepburn started her heavenly range with no formal training in fashion. She started creating tops and dresses at home inspired by her love of vintage, and now they've been featured in the likes of Vogue and Elle! Her eclectic modern-vintage style is playful, ethereal and just plain gorgeous. 

8. BHLDN

This US-based brand just gets better and better year-on-year. There's something for every bride here: princessy, boho and modern-cool, but the common thread throughout is a nod to a vintage aesthetic and a heavy hand with stunning embellishment. A one-stop shop to get kitted out, you can also source gorgeous veils, headpieces and cover ups on the site. 

9. Rue de Seine

Rue de Seine's achingly cool range is Bohemian princess to its very core. The New Zealand bridal designer creates romantic, quirky dresses in sumptuous combinations of lace, crochet and barely there embellishment. Undone hair and a floral crown are the only accessories needed. 

10. Indie Bride London

An antidote the stuffy, over-the-top bridal style of old, Indie Bride London creates short and long dresses especially for "the cool girls". In the brand's own words: "Our range does not scream bridal. We believe that you can enjoy the most important day of your life looking like you and not be swamped in heavy bridal fabrics and layers of tulle."