By Daniela Degrassi
When preparing for her second wedding, Jenny Haworth wanted to wear something bridal but laid back. She struggled to find any dresses that did not fit the traditional mould and she felt uncomfortable in traditional bridal boutiques. Jenny had been sewing since her childhood. With her qualifications in fashion design and pattern making she decided to make her own dress. This decision made her realize that there must be many women who felt the same way and it gave the inspiration to start Frock Goddess in 2019 with a clear vision in mind: to design bridal fashion for women like her who want to dress for their wedding without the expense and fuss of a traditional wedding dress. Also recognizing that weddings can be hugely wasteful, she focused from the start sourcing only sustainable and cruelty free fabrics such as bamboo silk, certified organic cotton, rpet (recycled ocean waste), and deadstock/re-purposed fabrics.
Since starting the brand, the necessity for smaller, more intimate weddings has increased because of Covid. Whilst many people scaled down their wedding plans out of necessity; others have and have gone down this route out of choice. Many people have seen the benefits of a smaller, more intimate wedding. Couples are much more likely to have a quick, relaxed weekday wedding followed by a meal in their local pub or restaurant in 2021 than ever before.
THE CITY HALL COLLECTION
With the increased demand for chilled out bridal fashion Frock Goddess have launched their most laid-back pieces to date: their City Hall Bride Collection. The collection includes bridal trousers; short, relaxed wedding dresses; a black dress; and separates.
Jenny Haworth, founder and designer, says “We recognize that not every bride feels comfortable spending thousands on an elaborate dress that they will only ever wear once. So, I was keen to design an entire range of pieces that would make a woman feel like a bride; but could be worn again after the wedding: either on their own or mixed into the bride’s wardrobe. What could be more special that have a constant reminder of your wedding day in your wardrobe!”
The Emily Dress
This a timeless classic. The dress can be customized in length so you can choose either knee length or full length for a more traditional look. It features a small bridal belt and pockets. The dress is made from bamboo silk and it is fully lined with certified organic cotton.
The Stevie Dress
This limited edition long lace, deep V neck dress has a glamorous Boho feel to it. It is daringly see-through and can either be worn as it is or with a slip underneath. It has a relaxed fit but the wide belt cinches in the waist.The fabric is beautiful deadstock lace.
The Ellen Dress
This cute puff sleeve dress is perfect for a super chilled out wedding. The dress would look gorgeous with heals, a cute veil and small bouquet at a Town Hall wedding, or with bare feet on the beach. It can very easily be styled down with flats and a denim jacket for example and worn after the wedding. The dress has a loose, relaxed fit with a unique square shaped neck-line. It is made from sturdy certified organic cotton.
The Hepburn Dress
This black boat neck dress is inspired by Hollywood legend Audrey Hepburn. Perfect for any special occasion and/or the super cool bride who doesn’t want to wear white. This is made from beautifully draping vegan bamboo silk and lined with certified organic cotton. And just like the white Emily dress it has a belt and pockets. The perfect little black dress to wear over and over again.
The Carmen Dress
Another dress that was designed with Hollywood glamour in mind. The Carmen dress is fitted, has a deep low V neckline, and thigh high split. Perfect for the bride who wants to show off her curves – and a bit of leg! It is made from a beautiful satin feel fabric consisting of recycled plastic ocean waste bottles, and lined with organic cotton.
Frock Goddess have designed a range of mix & match laid separates giving brides who don’t want to follow convention to choose from a wide variety of different City, beach wedding, or elopement looks. The cami top with adjustable straps, and the skirts are all made from beautifully soft and drapey bamboo silk. The wide leg trousers are made from certified organic cotton. Perfect for a laid-back City wedding – and a great wardrobe staple after the big day.
The simple lines and small batch production mean that costs can be kept surprisingly affordable compared to traditional wedding dresses. Jenny says “Excess fabric and bling adds to the cost of an outfit and is less sustainable. By stripping our pieces right back we can keep the costs down and ensure that they are more eco-friendly”. Outfit combinations in the collection range from £200 to £500.
Jenny hand makes the pieces either herself or with the assistance of a very small team of local seamstresses. Not only is local small batch, ready to wear production more sustainable; it also means that brides can get their hands on their outfit very quickly.
Jenny opened a bricks & mortar store in Manchester, UK in 2019 where she sells her own designs plus other ethically sourced dresses and accessories, gifts, and cards etc. Her studio is on an open plan mezzanine level in her store so customers can see her at work. The brand also ships worldwide.
Visit Frock Goddess website, to shop their City Hall Collection or Pre Loved items, accessories, confetti and gift cards!
An incurable enthusiast and independent spirit since she could remember (her childhood heroines were Pippi Longstockings and Katharine Hepburn) Daniela Degrassi found her creative outlet as a lifestyle photographer, working mainly in Northern California. Currently splitting her time between SF Bay Area and her native Italy to continue to be her autistic sister’s primary caregiver. Vegan since 2014, she found a perfect way to carry her message of compassion while celebrating her love for the wedding industry launching The Kind Bride in February 2018.