Hello, my darling brides-to-be! If there’s one thing I adore, it’s championing brilliant, creative small businesses, and Rewritten is a shining star I can’t get enough of. This fabulous, female-founded London brand has been rewriting the bridesmaids rulebook for eight wonderful years, and their latest Spring/Summer drop is an absolute pastel and pink delight.
Rewritten nails it with mix-and-match styles that ditch the dated, one-wear vibe for something fresh and fierce that your bridesmaids will genuinely want to wear again after your wedding. This is modern bridesmaids dressing done so absolutely right, with gorgeous shades and clever cuts you’ll spot at brunches and bars long after the big day. Hit up their Hackney Wick showroom for a try-on with drinks – a very warm welcome awaits you!
I took some time recently to catch up with Rewritten co-founder, Frances Cookson, to chat about what’s in store for this wonderful business and their brides in 2025, and their latest pastel and pretty in pink drops.
Head over to the Rewritten website before the 28th February to grab a £20 discount exclusively for Love My Dress readers – simply use code LMD20 at checkout (minimum purchase amount £120, one use per customer).
Can you tell us a bit about yourselves and the story behind Rewritten? What sparked the idea to launch the brand?
My friend Katie Arnott and I launched Rewritten London eight years ago – really the idea was born out of frustration, at the time it was impossible to get modern, flattering bridesmaids dresses for an affordable price point and that were available to buy online with a quick delivery. Only wholesale brands with a 4-6 month lead time existed.
Katie and I were working together for a fine jewellery brand at the time and we looked at this glaring gap in the market and thought, hey, maybe we can fill that gap and maybe we can create a brand that we and our friends would love to shop from.
I have a background in fashion design and Katie is a business whizz and so we approached Virgin for a business start up loan and that’s when Rewritten was born. We launched with only 4 designs in 4 colours and a little studio in Tottenham in North London and the brand has grown from there!
Rewritten is all about creating dresses that can be worn and loved long after the wedding day. How do you bring that philosophy to life in your designs?
We like to call it sustainable bridesmaids dressing – dresses that you actually want to wear again and again and are no longer relegated to the back of the wardrobe.
When designing our collections we always have that in mind – whether its a design that will look gorgeous taken up to a midi after the wedding day such as our Amelia (see below), a dress that can be worn with biker boots and a jumper for a more daytime look or choosing colours that are bold and flattering – not just wishy washy pastels that you would never normally wear outside of a wedding context.
We have a showroom in Hackney Wick where brides and their girls can come and try on our dresses – you can book half an hour pop in appointments or longer 1-1.5 hour appointments. You will have sole use of the showroom and a stylist on hand to guide you through the collection. Plus some drinks as well, it’s a celebrating after all!
Frances Cookson, Co-founder, Rewritten
What’s your top advice for brides shopping for bridesmaids’ dresses? How can they make the process fun, memorable, and stress-free?
My top piece of advice for a stress-free bridesmaids shopping experience would be to look at a brand where you can get multiple styles in the same colour or tonal colours – we have mix and match in mind with all of our colours and encourage our brides to be bold with their choices – why not team lemonade yellow with sage green, pale blue and rose pink or go for a sunset colour theme or terracotta, hot pink and chianti.
That way your bridal party will be super happy if they have the choice of style and/or colour. A comfortable bridesmaid is a happy bridesmaid after all.
You now also have a beautiful bridal collection! What inspired you to branch into bridalwear, and how does it reflect the ethos of Rewritten?
Our customers come to us for our minimal, luxe aesthetic and we wanted to replicate that feeling with our bridalwear collection – the dresses and separates are designed for every type of wedding, whether it’s the Marianne dress being worn for an abroad Italian ceremony, the Valerie for a winter town hall service or the feather trimmed Dolly for the evening change at a New York wedding.
Plus we have tried to be as eco-conscious as possible with this collection – the pieces are all crafted from the softest 100% bamboo satin and recycled fabrics and are made locally in North London.
And finally, your new Spring/Summer collections are just around the corner! Can you share what’s in store and what brides and their bridal parties will love about the new designs?
We have so much in store for SS25. We have just launched our hotly anticipated pastel collection of lemonade yellow, soft lilac and pale blue dresses in best-selling styles and a new cross back style, the Paris.
We have hot pink, terracotta and rose pink halterneck Roma dresses which have dropped this week and will be launching more champagne and green styles later in the spring season.
PLUS, we have some exciting launches in our occasionwear category of dresses – think bold printed, coloured dresses that are just perfect to wear as a guest to a summer wedding, party or on holiday – we can’t wait for our brides and their bridesmaids to be able to come to us for more than just their wedding day!
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