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Once the honeymoon is well and truly over, the question of what to do with your wedding dress is increasingly preoccupying brides. After all, as concerns around sustainability become more commonplace, wearing an often eye-wateringly expensive gown for one day only seems wasteful in more ways than one.
Given that it’s the color white that traditionally screams bridal, one option is dyeing your wedding dress—a route taken by beauty marketing executive Tori Smith, who tied the knot in August 2024. “After my wedding, I saw a bride that had [dyed her dress]—and I just thought that I’d love to do that as well,” she tells Vogue. The bride in question? Gemma Sort Chilvers, whose baby-pink gown went viral after being featured by this very magazine last year.
Happily, The Own Studio—the London label behind both brides’ wedding dresses—happened to reach out to Smith to ask her if she would be interested in road-testing its new dyeing service, which is launching this month in partnership with Glasgow-based natural dyer Cavan Jayne. “That idea of re-wearability was one of the reasons we founded our label; it’s something we are incredibly passionate about,” co-founders Jess Kaye and Rosie Williams explain. “For us, the next natural step was to create an incredible in-house service that could actually make this happen for our customers, and manage everything from the dyeing to the alterations.”
After agreeing to try out the service, named Own Again, Smith was sent digital color swatches to choose from, before receiving physical samples made of the same material as her dress, allowing her to “really visualize how it would look on the fabric.” The fact that The Own Studio predominantly uses natural materials to create its wedding dresses makes the process easier. “I have a lot of experience re-dyeing garments of all types and found the style and fabrics of Own designs are very sympathetic to taking the dye well,” Jayne explains.
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