When Gemma Sort Chilvers first tried on her wedding dress from The Own Studio, she immediately fell in love with its minimalist silhouette. “It was elegant, had an ease to it, but [was] still bridal,” she recalls of trying on the drop-waist silk gown featuring a full skirt and train. With roots tied to fashion—being the daughter of shoe designer Penelope Chilvers—Gemma knew exactly what she wanted.

Gemma’s Wedding Dress Journey

Her heart was set on the style because it was versatile, allowing her to rewear the dress beyond her wedding day. “I thought, ‘This would be so cool in another color,’” Gemma explains. Her vision for a multipurpose gown marked a departure from traditional wedding norms.

Transforming the Wedding Dress

A few months post-wedding, Gemma sought someone to dye her dress but found limited services available. Eventually, she collaborated with Nicola Killeen Textiles, known for creating costumes for TV, film, theatre, and ballet. “I had to really twist their arm to do it for me,” she shares. This was due to the high costs, sentimental value, and risks involved in dyeing a wedding dress.

Testing and Triumph

Luckily, Gemma had spare fabric from when her dress was adjusted by removing the train, which allowed her to test different shades. “I’m so glad I was able to test it because the pink I originally chose was actually a bit brighter than I had envisaged,” she says. After finding the perfect shade, they proceeded with dyeing the gown, resulting in a beautiful baby-pink hue inspired by Gwyneth Paltrow’s 1999 Oscars dress.

Wearing It Again

Gemma was thrilled with the transformation and couldn’t wait to wear her newly dyed dress again. She attended her friend’s wedding in Sicily, where many guests recognized the gown. “They did a double take and were like, ‘No way—is that your wedding dress and you’ve re-dyed it?’ They thought it was amazing,” she recalls.

Future Plans for Her Iconic Dress

Gemma isn’t stopping there. She plans to dye the dress black for her 40th birthday, potentially in a midi length as her “forever chic piece.” In between, she’s considering a red hue if it takes well.

Increasing Trend of Re-wearable Gowns

Gemma’s creative approach reflects a growing trend among brides aiming to rewear their wedding gowns. Eco-minded brands are now designing with this in mind, ensuring that fabrics and silhouettes allow for such transformations.

“Re-wearability is something that’s hugely important to us and our brides,” explain Rosie Williams and Jess Kaye, co-founders of The Own Studio. “We predominantly work with fabrics that can be dyed afterwards, or silhouettes that can be easily adapted.”

Tips for Brides Considering a Similar Transformation

• Choose the Right Shape: Ensure the dress is a style you can rewear.
• Consider Alterations: Look at where the dress can be altered to suit different occasions.
• Fabric Testing: Always test the fabric before committing to dyeing your entire gown.

Gemma has become a go-to for friends curious about transforming their wedding gowns. Her journey showcases how personal style and sustainability can blend seamlessly, opening new possibilities for brides worldwide.