The OWN Studio launches party collection inspired by brides desires for second wedding outfit
Party looks have grown rapidly in popularity with brides in recent years, with searches at an all-time 5 year high. The OWN Studio says second outfits are now the norm, with up to 80% of brides also buying a party outfit alongside their wedding dress.
The OWN Studio has launched a collection in response to this rising popularity. The capsule collection of ten party pieces have been created in the label’s distinctive style, crafted for a special occasions across a wedding weekend.
The label, founded by British designers Rosie Williams and Jess Kaye, says its customers are "truly in the mood for dressing up", with partywear driving the growth of their occasionwear and eveningwear arm. The duo say their latest partywear drop is dedicated to "the hedonist who loves to have fun and have fun and live in the moment".
The designers have given careful thought to how the pieces can be reworn afterwards too, from design through to fabrication, with luxury fabrics that can be dyed and reworked afterwards.
In a nod to vintage fashion the collection features pieces inspired by 60s style, such as a shearling trimmed mini and the handmade backless crystal mini. Details such as silk corsages and freshwater pearls give each piece a distinctive edge for wedding celebrations.
The collection is available ready to wear and made to measure in London, allowing brides to specify fit and lengths.
Speaking to TheIndustry.fashion, Williams and Kaye said: "We believe ‘wear once fashion’ is a major issue in the industry and one that we are passionate about addressing. This commitment means that every piece across our collection has been designed to become an enduring wardrobe staple for years after the wedding.
"A lot of our looks are created from combining separates, pieces that can be seamlessly restyled with other pieces in your wardrobe - this is something our clients really buy into as they can immediately see how their outfit can live beyond just one day."
