In 2026, the opportunities to maximise, optimise and customise your wedding – a custom wax seal for the lady? – are endless. But Wed Studio prides itself on offering something more streamlined. “We have very decisive brides,” says Amy Trinh, who co-founded the bridal label with business partner Evan Phillips. “They know what they like, they know their bodies. They’re sure of themselves.”
If that sounds like an intimidating profile to fit, worry not: seven years of welcoming would-be brides through their Vauxhall, then Tottenham, atelier-showroom has given the pair an education in guiding the more indecisive. “Don’t bring too many people to the first fitting,” advises Philips. “And don’t try on a hundred dresses. Just go with what you actually like, not what you think you should.”
This is the guidance London freelance writer and editor Zoe Suen took when she picked the brand’s loose, smock-hemmed Lola style; Wed accessorised the dress with custom floral headpieces. Wed was also the label behind freelance writer and creative director Nellie Eden’s Sabrina-inspired drop waist gown, and fashion creator Jacquie Alexander’s strapless, corseted number, while ballet dancer Patricia Zhou wore a version of the Calla dress constructed from transparent tulle and sequins.
But it’s not just London creatives who gravitate to Wed’s designs. “We have a lot of finance people,” says Philips. “And lawyers. They’re often more decisive than the creatives, actually.”
Trinh and Phillips met at Central Saint Martins in 2011, but it was almost a decade later that their creative frisson would find its expression. In 2019, the pair started making dresses in their tiny studio, growing the brand from its inaugural range of ready-to-wear pieces and into a full-scale bridal atelier.
Now, the brand offers an annual collection. Pieces are either made in standard sizing (made to order) or tailored to a bride’s specific measurements (made to measure). Among the 2026 collection is the Sander – a whimsical tulle dress dotted with flattened bows – and the playful, ballet-inspired Linh, cut to mini length with layers of tulle frills and a wide hem band. There’s also an entirely bespoke offering, which involves “a lot of mood boards, a bunch of emails back and forth, and at least a couple of fittings”. The average time it takes for a dress to go from a screenshot to its physical, (ideally tear-jerking) final form is around nine months. For the custom designs, it can take a year, sometimes two.
It's a process Trinh has recently gone through herself – she will get married in late May. She designed her own dress from an archive piece from the brand’s first collection; an ornate, expressive gown that never made it to production. Phillips designed her second, more flirty dress. There’ll be a town hall ceremony, a restaurant lunch and merriment all evening. She’s seen a lot of weddings in her time, after all – and it was clear that hers would be “private, simple, and a bit old-school”.
It’s much like the designs of Wed themselves. “We don’t design to trends at all,” explains Phillips. “Brides come looking for something that feels honest … but with a little bit of oddness.”
