Halfpenny London’s founder and creative director on breaking the rules with her British-made bridal brand
What’s your brand philosophy?
We make creative, inclusive British Bridalwear which empowers women to express their individuality and feel incredible. Clothes have enormous power. Your choice of outfit can completely change how you feel, and tell the world so much about who you are. When I was younger, finding my own style gave me freedom to be unapologetically myself. When I was growing up there were so many dos and don’ts in fashion, so many standards and expectations about what we were supposed to look like. Fortunately, I’ve always been a fan of breaking the rules! Finding my tribe of amazing women – who are all so confident dressing for themselves – was life changing for me. They gave me the confidence to discover my own, unique style. It set me free, and that’s what we do every day at Halfpenny London.
Describe your bridal style?
I very much design from the heart and I’m not interested in any trends. My tastes are very eclectic, my inspirations come from nature, architecture and art, so this is reflected in my pieces. There’s often a juxtaposition within my designs – a beautiful contrasting trim for example, or a graphic silhouette in an ultra-feminine fabric. I love experimenting with textiles, allowing myself the freedom to play with proportions and break the rules. I create beautiful pieces that excite me, push the boundaries, and – more importantly – make brides feel like the very best version of themselves when they wear them.
How do you want women wearing your bridalwear to feel?
I want women to feel like they’re truly expressing themselves when wearing one of my dresses. I want them to light up and feel beautiful, powerful and completely at peace. We always know when a bride finds ‘the one’. Some brides get so overwhelmed with emotion they burst into tears but for others it’s much more subtle – their eyes light up and they stand straighter, walking out of the fitting room with their head high. It’s such a great feeling to watch it happen!
Is there anyone you’d really love to see wearing one of your pieces?
I spent years as a celebrity stylist before starting Halfpenny London and I’ve been lucky enough to dress some incredible women like Rihanna, Kate Moss and Cate Blanchett. While that’s absolutely wonderful and lots of fun, there’s honestly nothing like working with any bride and giving her that once in a lifetime experience.
What do you see as being the big trends in bridalwear this year?
The modern veil. I’ve always loved veils and it’s always fun to experiment every season to discover a new take on this tradition. In our new collection we have a number of chic options, from the blue Kahlo veil cut to the floor at the front and short at the back to showcase an incredible statement back, or the cocoon-like Emma veil, which is nipped in at the waist or hips. For me, veils are the ultimate wedding day accessory.
I’m also very excited by lace and so are our brides. At the very beginning of the brand – almost 20 years ago now – I used a lot of the most beautiful French lace in my collection and I’ve brought it back in this season in a nod to Halfpenny London’s heritage. I always like to add in a contrasting trim or graphic shaped sleeve or some other detail for a contemporary take. Lace used in a modern silhouette can be the perfect balance of contemporary and traditional.
Can you tell us about the role of sustainability in your business?
Sustainability is such a big word, and we do everything we can, day to day, while we’re on our path towards it. The nature of our business is that we’re made to order, so nothing ends up in landfill. Even our off cuts are repurposed into embellishments for new collections, or donated to schools or universities to inspire the next generation, and we support organisations like Peatbog and SeaTrees to help offset our carbon footprint. We are proud to design with a conscience.
What’s next for Halfpenny London?
We have lots of exciting plans and upcoming collaborations which we can’t wait to shout about. I’m just about to start work on the collection for next April and I’m brimming with ideas. It’s such an exciting time and I love working in an industry that’s so full of love and passion for what we do. It’s a huge privilege making a bride’s dress and it’s something I’ll never, ever take for granted.
